Campaign Chemistry Campaign Chemistry: Hinge's Jackie Jantos
Dating is hard, but when your brand promise is the dating app "designed to be deleted,” the advertising might arguably be slightly more challenging.
And yet, the Hinge marketing team is here to keep the app's promise. In this episode of Campaign Chemistry, Hinge president and CMO Jackie Jantos discusses the unique approach of Hinge in the dating app landscape, emphasizing its mission to encourage real-life connections, especially among Gen Z. She shares the importance of storytelling at Hinge headquarters, as seen in No Ordinary Love, a literary storytelling series featuring five real Hinge love stories reimagined by contemporary writers. The stories alternate between both partners' perspectives, showcasing the overthinking, miscommunications and unexpected connections during the early stages of dating. The campaign includes weekly releases on Substack with a foreword by Roxane Gay. Starting in June, the stories will be available as a limited-edition hardcover book for book clubs in New York and London.
Jantos also highlights Hinge's social impact initiatives aimed at combating loneliness following the pandemic, the balance between technology and human interaction in dating and her thoughts on emerging talent in the industry.