VALERIA
garcia
CREATIVE PORTFOLIO
HINGE
SKILLS Art Direction, Copywriting, Design, Creative Strategy, Advertising
For this assignment, we were asked to choose a company that we admired, but whose advertising we found was lacking in some way. I decided to focus on Hinge.
As a dating app, Hinge has mainly stood out amongst competitors for its tag, “the app meant to be deleted,” which successfully branded the app as a platform for serious daters who are looking to make long-term commitments: they meet the one, and then delete the app. However, in more recent times, the company's advertising strategy is lacking in that it gives the company little to no online and OOH presence and limits size of current target audience.
My perceived business objectives for the company were to revamp Hinge's advertising strategy to help better reach target audience, and build further interest and awareness in order to draw in new consumer base.
My original ideas for this campaign played with the insight that the target audience was scared to return to the dating scene given the COVID-19 pandemic, but that they still yearned to create genuine human connections. The first concept, a series of posters that depicted online dating as an enjoyable alternative to dating, placed Hinge in the world of Zoom, a world that people were beginning to experience burnout from during the pandemic's peak. The second concept, the Dating Box, showed another alternative to online dating, where users would have the opportunity to receive personally-curated boxes with activities to share with potential dates.
However, after some consideration, a second insight was found: people want their dating life to be fun and exciting as much as they want to feel confident and empowered by it. With this, the new campaign placed Hinge as the number one app to go to to get you back in the dating game. Hinge is here to (re)teach to be the best, most confident version of yourself.
This second campaign featured a "Dating 101 Kit" as its main creative concept. Available for purchase to users when they make an account, the kit is meant to bring people back to their most confident dating self. It features a "Dating 101" booklet and branded items such as a keychain, a candle, a facial mask, and a condom, this kit gives users several tools, tips and tricks to make the best out of their dating experiences. Hingie, the brand mascot, further personifies and adds a fun, lovely and entertaining element to the brand, making this campaign a better point of attraction for people looking for more a more enjoyable dating experience.
