Dating app Hinge Rolls Out New Global Ad Campaign

Dating app Hinge is doubling down on its “designed to be deleted” tagline to offer a series of new ads featuring users deleting their profiles after finding love.

According to Ad Age, there will be four spots, each featuring a humorous take on a Hinge user trying to “break up” with their old Hinge profiles because they have met someone special and no longer want to date. The global campaign was created with creative agency partner Opinionated.

One ad shows a young man at a restaurant surrounded by his alter ego profile pictures, including one of him with a surfboard, holding a dog, and one where an ex-girlfriend had been marked over with a sharpie. He’s breaking the news to them that despite the fact that they created “the perfect profile” he would have to delete them. The alter egos think he’s joking, asking if he is joining a monastery, but he reveals he met someone special and they have to go – at which point they disappear.

Another ad features a young woman standing in front of a mural of wings, a popular Instagram photo spot that was featured in her profile. Like the first ad, she encounters her alter ego from that profile pic, and breaks the news to her that she will have to delete her profile, too.

“The best advertising starts out of honesty and humanity,” Opinionated senior art director Cameron Sloane said in a statement. “For us, this campaign was fun to work on because we had so much combined experience with life on dating apps. The app deletion phase of a relationship is a transitional one, and as such it can be a bit strange, all the while exciting. So it was fun to visually represent that truth and let that scenario play out in a fictional construct."

Hinge’s founder Justin McLeod is celebrating ten years since the creation of Hinge, and is sharing his story with the media about overcoming addiction and recovering from heartbreak alongside creating the hugely successful app. He sold Hinge to Match Group in 2018, making his biggest rival Tinder a sister app, since it was also acquired by Match Group.

The move to be under Match Group’s suite of apps seems to have paid off, at least for now. Hinge received a significant marketing and development budget to implement an aggressive growth strategy, including a complete redesign. Over the past year, as lockdowns were taking place around the world, the company nearly doubled its user base and revenues. It has since tripled its staff to keep up with demand.

Now, the app is among the top three most downloaded dating apps in the U.S., U.K. and Australia.

The ads are scheduled to roll out July 12th in the U.S., and over the next few months other countries where the app operates.