Being “dark” on social presented us with a unique challenge to rethink the way we are on social media. We partnered with an agency to cast global talent (EU, AUS, DE) and got some incredible results. On these projects I partnered closely with the Creator Marketing Manager to provide creative direction and guidance for the creators/influencers via our partners. 

During my time at Hinge, I guided our team to focus on emotionally intelligent and LGBTQ+ comedians and personalities to increase excitement around our product features (such as Voice Prompts), encourage people to update their profiles with intention, share their “how we met” stories, and even inspire people to go out on “great” dates.

Role: Direction, Creative Strategy

Team:

Director of Brand Strategy: Nico Klocanas

Creator Marketing Manager: Adriana Wilcoxon

Creative Direction: Rach Newman

Green Flags✅

Hinge wants to encourage one healthy dating habit in particular: being real about the “green flags” people look for in dating… no matter how specific.

Everyone’s list of green flags is different, so we tapped a diverse set of emotionally intelligent and comedic creators to share the unique green flags they look for. The more specific, the better!

This campaign was so successful in the US, we quickly copied the brief for our EU and DE creators as well.

🇺🇸 US Campaign Stats + Performance:

Total Videos: 13

Total Influencer Spend: $255,000

Total Views: 7.2M Views

Total Unique Views: 5.8M Views 

Total Likes: 1.3M Likes

Total Comments: 4.8K Comments

Total Shares: 1.9K Shares

Total Engagement Rate: 19.2%

Get Ready for a Great First Date💗

From showing how they use new profile features to sharing the unique green flags they look for on Hinge, creators have nailed best practices for a successful experience on the app.

We wanted to get creators off the app and out on great dates, showing how the date experience evolves from profile set up to going out on a great first date.

This round of videos, we tapped creators from TikTok and Youtube make a two part video series:
Part One: A GRWM style video which highlighted the story of who matched with who, who messaged first, what made them want to match with them, and where they’re planning on going on the date.
Part Two: A story time style video following up with their followers on how the date went, what they did, and if they’ll go out with them again!

This campaign did so well in the US, we quickly copied the brief for our EU, AUS, and DE creators.

🇺🇸 US Campaign Stats + Performance:

Total Videos: 18 TikTok 8 Youtube

Total Influencer Spend: $280,000

Total Views: 7.8M Views

Total Likes: 1.4M Likes

Total Comments: 9K Comments

Total Shares: 12.8K Shares -

Total Engagement Rate: 18.7%

#OffHingie

Hingie’s existence is dependent upon the success of a a dater’s journey and they’re dying for you to find the love you’re looking for. As a way to promote and expand Hingie’s message, we developed a 360 campaign which leveraged skit style creators to tell dating success stories and illustrate Hingie’s demise and create a date idea randomizer TikTok filter filled with creator’s unique date scenarios.

As creative lead on this project, I helped guide agency partner selection, led a hardworking team in the casting and development of the date skits, strategically collaborated on creative ways to kill Hingie, and owned the design direction of the Hingie dating kits and date idea randomizer filter.

Team

Director of Brand Strategy: Nico Klocanas

Influencer Marketing Manager: Adriana Wilcoxon

Associate Influencer Marketing Manager: Marissa Hoffman

Creative Lead: Rach Newman

Sr. Desginer: Matt Jense

Agency Partner: One Day Agency