Analyzing Hinge’s ‘Designed to Be Deleted’ campaign featuring their mascot ‘Hingie.’
This project’s objective was to analyze the strategy of a company as well as a specific campaign they have produced. In addition, to determine the challenges they face as an industry and to provide recommendations and insights.
I was able to determine opportunities for the company including: AI - strengthening matchmaking algorithm & other developments, IRL events - connecting to their loneliness epidemic initiative, Matchmaking service - dating coaches for 1:1 sessions and old school matches, and BFF & Bizz - taking after Bumble, potential expansion to make other connections.
My insights on the ‘Design to Be Deleted’ campaign include: Humor always works well and they stuck to their values as being a relationship app first. However, they don’t point out the app features and how it’s different from others. My suggestion would be to delve into market research to enhance future campaigns.
