Hinge — Case Study
Creating meaningful content during the COVID-19 pandemic
THE CHALLENGE
The pandemic made life more difficult in a variety of ways. Dating was not spared. In an effort to reduce risk and exposure, people all over the world pressed pause on their dating lives and opted to avoid in-person meetups. As a result of this social distancing, dating apps struggled to maintain engagement with users. I partnered with Hinge — a leading dating app — as part of a campaign to deliver engaging and responsible content during an unprecedented time.
THE SOLUTION
Desperate times call for desperate songs. Channeling my inner “Adam Sandler in The Wedding Singer” persona, I recommended crafting a humorous “quarantune” as a way to add levity to a situation without downplaying it. Dubbed the “Tiny Bathroom Concert”, I partnered with Hinge’s content team and followed an iterative approach to deliver a song that was on-brand and on-message — noting the importance of practicing safe dating habits during COVID. The takeaway? Kissing is cool, but it can wait until there’s not a pandemic.
THE OUTCOME
Our work resulted in thousands of views and shares across multiple social channels — including comments and shares from popular celebrities and influencers. Above all, we learned that comedy can be a powerful — and effective — communication tool during even the darkest (and lonliest) of times.