‘Connecting during COVID’
Dating App Digital Case Study
How we helped a popular dating app navigate content during a pandemic.
THE CONTEXT
When the COVID-19 pandemic put in-person dating on hold, Hinge faced a unique challenge: how could a dating app stay relevant and engaging when its core experience was suddenly off-limits? The brand needed a way to connect with users, keep them entertained, and reinforce its stance on responsible dating—all without losing its signature humor and charm. The goal was to create content that was both timely and timeless, acknowledging the moment while strengthening Hinge’s long-term brand identity.
THE WORK
We worked with Hinge to develop a content strategy for a creative video campaign that balanced entertainment with education, ensuring the brand could maintain a fun, lighthearted tone while addressing real dating challenges during the pandemic. At the heart of the campaign was a comedy video series that leaned into the absurdity of dating in quarantine — turning awkward Zoom dates, texting misfires, and socially distanced meetups into laugh-out-loud moments. The campaign didn’t just keep users engaged; it reinforced Hinge’s brand personality while making it clear that safe, meaningful connections were still possible.
WHAT WE DID:
Campaign strategy
Brand values and pillars alignment
Video outline, script, and execution
Stakeholder engagement and collaboration
Video rollout and promotion strategy
THE OUTCOME
The videos quickly gained traction, drawing hundreds of thousands of views and shares across social platforms. More than just viral content, the campaign helped Hinge stay top-of-mind during an uncertain time, proving that dating apps could adapt, innovate, and bring people together even under the most challenging circumstances. By striking the perfect balance between humor and responsibility, Hinge strengthened its relationship with users and solidified its position as the dating app designed for real connections—no matter the circumstances.
THE TAKEAWAY
Great content isn’t just about trends, it’s about understanding the moment and responding with authenticity. By leaning into humor while reinforcing a clear brand stance, we helped Hinge navigate an unprecedented challenge with creativity and confidence. This campaign proved that when brands meet their audience where they are — both emotionally and culturally — they can turn obstacles into opportunities and keep the conversation going, even when dating is on pause.
