Emily Mogami


Hinge Strategist/Art Director/Designer

Link to slides

 

Ask:


Create a public relations plan for Hinge to refresh its current consumer image/perception.

Insight:


Online dating has become superficial, but it can be emotionally stimulating through vulnerable questions.

Strategy:


Launch “The 36 Questions That Lead to Love”, a set of questions to encourage users to have deep, emotional conversations
Problem:
The dating pool is getting diluted.

Solution:
Reposition Hinge as the app for long-term, serious relationships.
Available:
  1. As a button in the chat next to the typing section
  2. As a set of Prompts in the Video Chat (along with the other Prompts)
  3. During an in-person date (special option to set a timer telling the daters to stare into each other’s eyes for 4 minutes)

Target Demographic: College students, 18-25 years old

Objectives: 
  • Refresh consumers’ perception of the Hinge dating app
  • Target the app towards college students seeking long-term relationships
  • Encourage target audience to use app more frequently to find long-term meaningful relationships
  • Dispel Hinge’s image as an app to be used just for casual short-term relationships 

How the Idea Came to Be: 
  • When brainstorming we thought, how can users form genuine connections through the screen with a complete stranger?
  • We wanted to make a feature that creates an opportunity for people who want to ask deeper, thought-provoking questions past casual questions like hobbies
    • Normally it might feel awkward doing that with someone you’ve never met
    • This feature would encourage people to take that leap!

Examples of the 36 Questions:
10. If you could change anything about the way you were raised, what would it be?
13. If a crystal ball could tell you the truth about yourself, your life, the future or anything else, what would you want to know?
27. If you were going to become a close friend with your partner, please share what would be important for him or her to know.

Promotion:

  • Install a mini information page with link to The New York Times article and a YouTube playlist of Jubilee where strangers tried it out in-person
  • Gift users with extra Roses once they try the feature as an incentive to encourage people to use it
    • *Roses can be sent when a user really likes someone’s profile
  • After the feature rolls out, have pop ups in the chat section encouraging users to try using the new feature
  • Advertise the new Prompts through Hinge's Instagram
    • Hinge is active on Twitter but they only have 9 posts on Instagram, so we could do a comeback by advertising it on Instagram



Mockups






Resume /