What's Happening?
Dating app Hinge has launched a new campaign titled 'Can’t Believe We Met on Hinge,' which is part of its ongoing 'It’s Funny We Met' brand platform. This campaign features seven real-life Gen Z couples
from the U.S., U.K., and Australia, whose paths crossed before they met on Hinge. Directed by India Sleem, the series captures the authentic emotions and experiences of these couples, highlighting the skepticism and burnout often felt before finding a meaningful relationship. The campaign is set to run across streaming, cinema, and social media platforms in multiple countries, including the U.S., Canada, the U.K., and Australia, continuing into July. This initiative marks the first campaign under Hinge’s new chief marketing and communications officer, Tamika Young, who took over after Jackie Jantos became CEO.
Why It's Important?
The campaign underscores Hinge's unique position in the online dating market, especially as it continues to grow despite a broader 'global dating crisis' affecting its competitors. While other dating apps like Bumble have seen revenue declines, Hinge reported a 26% increase in revenue year-on-year in Q4 2025, with 15 million monthly active users globally. This growth highlights Hinge's successful strategy of focusing on authentic connections and storytelling, which resonates with Gen Z users. The campaign also reflects a shift in marketing strategies under new leadership, aiming to reinforce Hinge's brand values of authenticity, courage, and empathy.
What's Next?
The campaign's success could influence future marketing strategies for Hinge and other dating apps, potentially leading to more personalized and authentic storytelling in advertising. As Hinge continues to expand its user base, it may also explore new features or partnerships to enhance user experience and engagement. The dating app industry will likely monitor Hinge's performance closely, as its growth amidst a challenging market environment could set new benchmarks for success.
