With digital wellness at the brand’s heart, Hinge partnered with Headspace to create pre-date meditations to help calm pre-date nerves. RA was subsequently commissioned to drive awareness of the partnership and firmly cement the brand’s positioning as the dating app that cares about their customers’ wellbeing.
Our team first created a strategic comms strategy that used Hinge-owned data on dating anxiety to reveal two bespoke dating meditations ahead of World Mental Health Day. With dating anxiety a cultural talking point due to feelings of loneliness and isolation triggered by the pandemic, we knew there was a high probability of our competitors doing something similar. Therefore, our team worked together with both American and Australian agencies to ensure Hinge was positioned as the industry leader, securing widespread coverage in multiple territories.