Creating and launching Hinge’s first-ever UK activation

Hinge DogPark Advert

We knew that Hinge was the perfect partner to help us celebrate the UK’s first wave of loosened lockdown restrictions after conducting user research revealing that UK singletons were eager to get back to in-person dating.

Fueled by this insight, we created a PR-first campaign that supported Hinge’s core mission of building meaningful relationships, encouraging users to lock in a second date allowing Hinge to take care of the bill. Hinge contributed £50 to users (potentially £100 per couple) who confirmed an IRL date via the app the week that lockdown lifted.

With a competitive media landscape, we knew we had to be bold in order to secure headline coverage. We strategically piggybacked the news agenda and engaged media prior to Monday 12th April - the first day that outdoor dining was permitted. Our hardworking press office prioritised national outlets with high syndication power, while also offering additional assets such as expert tips, predictions and exclusive data.


43 pieces of coverage

including nine top tier, original placements - exceeding KPIs by 186%

100% of coverage featured Hinge in the headline

exceeding the KPI by 100%

Increased our total reach by 64% via syndicated coverage

Mail Online resulted in 15 syndications and Daily Express was picked up by MSN.
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