The challenge

As the dating app Hinge grew exponentially in the UK, it wanted to shake off its founding image as the “friends of friends” dating app and be re-positioned as the dating app “designed to be deleted”.


The strategy

Over the space of a year, we devised a multi-pronged PR strategy designed to firmly re-position Hinge in the UK market:

Securing multiple top-tier, in-depth interviews with Justin McLeod, the founder of the app, telling his captivating story and weaving in the brand’s new narrative.

Organising an intimate dinner, hosted by Justin, with the most relevant lifestyle press, bringing the brand creatively to life.

Engaging with thought-leaders in the marketing space, detailing Hinge’s branding change aimed at a more ‘switched on’ audience, which then infiltrated the mainstream press, creating further on-brand coverage.

The results

Over the space of a year, Hinge has featured in all the major publications with brand-led stories. Hinge, and it’s new messaging, appeared in The Sunday Times, The Telegraph, The Evening Standard, Vogue, GQ, BBC News and many more. The strap-line became so synonymous with the app that it featured in The Times’ daily quiz.