HINGE, ‘NO ORDINARY LOVE’

A literary campaign celebrating real, imperfect love through six author-written stories inspired by real Hinge couples.

Deepen brand engagement and reinforce Hinge’s image as the place for real, meaningful connections by celebrating the imperfect beginnings that make modern relationships authentic and story-worthy.

Developed a comprehensive campaign, including an identity, 80-page print and digital zine, OOH placements, social content, and editorial initiatives - each designed to translate real Hinge couple stories into an engaging, cohesive brand experience.

27.4M Views
400K Engagements
IG +830%, TikTok +473%, FB +115% Over Delivery
Editorial Dwell Time +1:04 Over Delivery

Gen Z is craving meaningful connection—and not just in their relationships. Our research showed that over 70% % of young audiences prefer content that feels personal, intimate, and human, reflected in a broader shift toward long-form, narrative-driven media. Engagement trends revealed a 40% %+ rise in interest across zines, books, blogs, and other nostalgic, personality-led formats, while reading communities like BookTok surpassed 200B+ views, and 68% % of Gen Z reported preferring print to digital.

This indicated that Hinge could strengthen its positioning as the dating app ‘Designed to be Deleted’ by sharing the real, story-worthy connections that begin on the app. Engaging Gen Z and Millennial audiences through authentic, emotionally rich narratives in formats that resonate, instead of traditional campaign executions, would allow us to create a layered storytelling ecosystem—to inspire daters across different markets and deliver inclusive, culturally relevant narratives.

Turn real, successful Hinge couple stories into a literary anthology — a modern textbook for love — and celebrate the story-worthy” relationships that begin on Hinge.

IDENTITY 

PRINT AND DIGITAL ZINE

OOH CAMPAIGN

SOCIAL CONTENT

The anthology was designed and distributed online and in print through an 80 page zine and out-of-home placements across New York, London & Sydney turning subway cars, train platforms, and bus stops into unexpected reading moments. Physical drops, pop-ups, an editorial series on DAZED, and direct distribution to literary and cultural communities extended its reach. 

Digitally, the campaign rolled out across a custom microsite, social storytelling, and partnerships with influencers and press. Organic content from the couples and writers amplified the campaign’s reach.

The campaign ultimately proved how deeply real, imperfect love stories resonate with young audiences. By celebrating honest beginnings and placing them within a literary, emotionally rich world, the work reinforced Hinge’s position as the place for meaningful connection. It sparked genuine engagement, strengthened cultural relevance among Gen Z, and validated the brand’s belief that everyday relationships are worthy of being told and celebrated. This qualitative impact was mirrored in the numbers:

27.4M 

400K 

+1:04  

+830%

+473%

+115%