Challenge

Dating apps are everywhere, but most encourage endless swiping and endless engagement — not meaningful relationships. Hinge wanted to position itself as the app people actually leave, not scroll forever, while standing out in a crowded, often shallow category.

Insight

The insight was simple but powerful: people want a dating app that helps them end their need for a dating app. Most apps celebrate the pursuit; Hinge could celebrate the goal. By embracing that, the brand could own authenticity and long-term results, not just downloads.

Idea

We created an integrated campaign rooted in the promise that Hinge is The Dating App Designed to Be Deleted. To do this, we brought a furry version of the app icon to life for the sole purpose of killing it every time a couple hits it off.

Social, OOH, and digital creative told real stories of couples who met on Hinge, with “Hingie” dying in different, situation-based ways along the way. Clever, relatable copy flipped the usual dating-app narrative, making deletion aspirational rather than a loss. And interactive features encouraged users to reflect on progress, share stories, and feel proud of using the app responsibly.

The idea reframed the conversation from “swipe more” to “date better,” giving Hinge a clear, human-centered voice.

Impact

Hinge became the #1 dating app for meaningful relationships in multiple key markets. Social engagement skyrocketed, with thousands of user-generated stories shared weekly, and the brand still uses the positioning, five+ years later.