Hinge, "Designed to be Deleted"

In contrast the lack of a clear deletion routes of some apps, Hinge is excited the consumer might delete its app. What a great way to celebrate purposeful, task orientation of an app by measuring it’s success by the end of the product relationship. This approach now runs throughout the communication output of the company. 

The agency, Red Antler, who thought up the campaign, worked from this task orientated approach right from the beginning. “Hinge believes the entire point of using a dating app should be to find someone—and dump the app. So, we created an integrated campaign rooted in the promise that Hinge is "The Dating App Designed to Be Deleted".

Great copy lines reinforce the balance of endings and beginnings as equals. “Go on your last first date”Apparently it was successful as well. “As a direct result of the 'Designed to Be Deleted' campaign, Hinge's app downloads increased by 45%.”

This confidence in the ending is reassuring for the consumer. Knowing there is an off-ramp (ending) is helpful for the consumer to commit to the on-ramp (beginning). With the Hinge approach, not only does the consumer know about the end, they are being promised a partnership to get there together. Brilliant. 

Check out some of Red Antlers wonderful work for the Hinge Campaign >here<