Hinge on IRL, zines and its ‘seismic strategic shift’ towards Gen Z
Hinge’s CMO discusses the latest iteration of its ‘Designed to be Deleted’ brand platform and the “seismic shift” the app underwent to focus on Gen Z.
Although seemingly a contradictory position to adopt, dating app Hinge has always described itself as the app ‘Designed to be Deleted’ by encouraging users to meet in person.
Now, the dating app is doubling down on this mission by encouraging people to challenge conventional ideas of the “perfect” way to meet a partner and inspiring them to meet in person.
“Everything that we do at Hinge is focused on getting people off the app and into great dates,” Hinge CMO Jackie Jantos explains.
As part of this goal, Hinge launched ‘No Ordinary Love’ on 21 August, a physical and digital zine that shares real stories of couples who met on the app.
“This work is really about telling real stories of couples who met on Hinge and doing that in a way that feels honest, true and authentic to what each person’s journey might look like, which is different from one person to the next,” she says.
