Swipe Less, Hunch More: Let Your Inner Cupid Guide You
Sabreen Haziq
Growth Marketing wired, Brand Lore obsessed, Social Media primed | Helping brands scale their reach into the millions with a dash of wit and a lotta thud | Podcast Host, The Lavender Fix ?? | Ex Fetch
Hinge has always championed meaningful connections, but there's still a value void in the dating market, especially with more and more people becoming self aware and setting new standards for what they're looking for in a partner.
...because marinating in mediocrity and settling for bare-minimum should be a deal breaker.
And I have a campaign idea Hinge can't ignore
enter... Hinge Hunches: Match Your Magic.
Why settle for breadcrumbs when you can have the entire loaf? Why not trust your gut instead of over-indexing on the algorithm?
The crux?
Underscoring the power of intuition, challenging old patterns, and leaning into the new— inviting users to honor with their fundamental core values while using the app. But also, to encourage users to break the pattern of choosing the wrong kind of partners over and over again, because in reality they're not your type, they're your pattern bestie. Ahem.
The idea is to create a whimsical, fun, and engaging user experience that sets Hinge apart from the usual dating app grind by setting a new standard for dating. An approach that makes Hinge the real deal: an app that deeply cares about the end users and where they land.
End goal?
Target Audience
Social Media Activation
Launch a drip of social media posts and interactive stories asking users what they're really looking for in a relationship.
Crowdsource meaningful data on the what, and then launch a series of educational and high emotional appeal videos + static posts, featuring popular dating / love coaches and relationship therapists, that address the pinched nerve.
Instagram Story - examples
"Are you in tune with your fundamental values when choosing a partner? Hit YAY if you do, or NAY if you don't. Let's see which wins!"
Poll: "What do you look for the most in a date? a) Healthy communication b) Transparency c) A sense of adventure d) Respect for my value system
Twitter Threads example
"Do you trust your gut when it comes to love or are you all about the butterflies? Tell us why with #HingeHunches and get a chance to be featured in-app!"
Facebook Post example
"Introducing Hinge Hunches! Dive into the unexpected, challenge old patterns, and let your gut guide you to your real match. Got a story? Tell us in the comments for a chance to get featured in-app!"
Unlock UGC asap
Encourage end users to share their Hinge success stories driven by experiential learning using the hashtag #HingeHunches. Highlight the most magical stories on Hinge’s social media pages to build community and elevate trust.
Hinge Hunches - the feature itself
Introduce a new feature within the app where users can opt to receive "Hunch Matches" based on intuitive algorithms that challenge their swiping patterns, interactions and failed date duos. We're flipping the script!
The feature adds an element of surprise and encourages users to explore connections they might not have considered.
领英推荐
Leverage Real Relationship Experts - who know what they're talking about, seriously
Partner with knowledge workers and therapists in the relationship coaching space for their proven knowledge backed by science, authentic content and relatable perspective on what makes true partnership happen.
Retention play: For existing users, have the relationship experts broadcast their unique perspective on Hinge Hunches, through mobile inbox and push notifications, focusing on real advice with a proven result track record.
Remember, at the end of the day, people trust content coming from someone they admire and look up to.
Customer acquisition play: Hinge could partner with experts like Matthew Hussey and Matthias James Barker, LMHC, who could popularize the campaign via their respective Instagram Broadcast Channels (DM) — more people who had parked the idea of being on a dating app might reconsider it, and Hinge will be top of mind.
Matthew's/ James' communities, that already love their content, would want to consume more of the new content and will feel safe knowing real experts have their back on Hinge and that they are being guided in the real sense towards long lasting, meaningful relationships.
Engaging Video Content
A series of short, raw and humorous videos featuring people going about their day, experiencing "hunch moments" that lead to surprising outcomes.
Each video can end with a line like: "Trust your hunches. Magic awaits on Hinge."
Gamify Errrthing - quizzes and polls
Offline Events
Hinge could host “Hinge Hunches” meetups in major cities where users can gather, share their stories, and participate in fun activities designed to celebrate intuition and chance encounters.
Intentional Copy for in-app notifications
Show Off - data
Share intriguing statistics about how many successful matches were made (docu series style) through Hinge Hunches, building credibility and excitement around the feature.
People are looking for a glimmer of hope, give them that Hinge?
Ultimately...
"Hinge Hunches: Match Your Magic" is a campaign to help Hinge tap into the whimsical, but practical side of dating, making Hinge the go-to app for those who believe in the power of intuition and chance, bypassing the superficial and forming new healthy patterns.
By blending real talk with engaging content, expert authenticity and a unique in app feature; this campaign could help change the way people approach dating, boost app sign-ups and improve in-app engagement, positioning Hinge as a refreshing app in the dating app market.
Hinge , I know you're designed to be deleted. But just not yet.
_______________________________________________
Howdy, I'm Sabreen! I'm the Head of Marketing at Vista Social , and the Founder and Host of The Lavender Fix podcast.
I am a creative social media marketer with a demand generation background, and I thrive on finding bold and unapologetic ways to connect with audiences through education that entertains. Storytelling is my forte, and I am obsessed with cultivating communities that convert.
Follow along for my weekly newsletters and unlock a treasure trove of quirky and ingenious marketing campaign ideas for brands you love—completely free and endlessly inspiring!