Gen-Z Media Opps: Hinge launches first campaign from new creative agency partner

Dating app Hinge doubled down on its "Designed to Be Deleted" tagline in a new multi-million campaign in which users break up with their own dating profiles. According to a statement, the campaign was designed to promote how Hinge can help people find meaningful connections and successful relationships quickly. It was made with advertising agency Opinionated. Sellers should get in touch sooner rather than later to secure last-minute ad dollars.

According to iSpot, Hinge has spent approximately $26.1k on national TV commercials YTD, a sliver of the approximately $989.1k it had spent by this point last year. The brand ended up spending approximately $1.3m on this channel last year, up 30% from the approximately $1m it spent in 2019. Hinge's commercials of 2021 have targeted millennials and Gen-X (female skew) watching shows such as Below Deck, Below Deck Mediterranean, Modern Family, Keeping Up With the Kardashians and Sex and the City.

So far this year, Pathmatics reports the dating app has allocated roughly $1.4m toward digital ads, almost double the roughly $854.5k it allocated within the same 2020 timeframe. Hinge's estimated full-year 2020 spend reached $2.6m, up significantly from that of $439.6k in 2019. It has earned around 116.8m digital impressions YTD via desktop video (49%), Instagram (43%) and Facebook (8%) ads. This year's desktop video ads have been placed site direct onto (92%) and (8%).

Additionally, Magellan reveals Hinge has aired fourteen podcast ads within the past 12 months, a slight increase from the eleven it aired within the 12 months prior. 

As you can tell, the brand is primarily targeting Gen-Z right now through Hulu, YouTube, Instagram, Facebook and podcast ads. Hinge's target demographic also has a female skew. As I briefly mentioned, sellers should contact soon to secure last-minute ad dollars supporting this new campaign. Those able to offer high-ROI strategies among Gen-Z will have the best luck here.

Agency & martech readers - We have confirmed that Red Antler is no long Hinge's creative AOR; with the recent appointment of creative agency partner Opinionated, you may have a shot at digital, media and/or PR work.