How Hinge Advertises on Meta

# Ad summary A man in his twenties shares his positive experience with Hinge, noting that the app's prompts allowed him to find the perfect match. # Brand positioning Hinge is presented as a dating app that caters to individuals in their twenties seeking deeper connections. The brand differentiates itself by offering a unique prompt feature, encouraging users to showcase their authentic selves through written, voice, and video prompts. This approach is designed to foster compatibility beyond superficial attraction, facilitating better conversations and deeper relationships. The brand targets those who find dating in their twenties intimidating and who are looking for ways to be more forthcoming about who they are and what they are looking for in a partner. # Product Hinge is a dating app that aims to help users find compatible partners through its unique prompt feature. The app offers written prompts, voice prompts, and video prompts that allow users to share glimpses of their personality, looks, and relationship goals. The purpose of the prompts is to enable users to present their authentic selves and to get to know potential partners on a deeper level. The prompts also open up opportunities for better conversations, which can lead to stronger connections. The video highlights the prompt feature as a way to eliminate any guesswork about who the user is and what they are looking for in a partner. This product is worth trying because it helps to make dating easier and it is a good way to find someone who is a perfect match. # Visual style The ad features a UGC-style aesthetic with natural lighting, creating a casual and relatable feel. The video is shot with a stationary camera and includes screen recordings, offering a glimpse into the app's interface. The editing is simple, with straight cuts and no transitions. # Hooks Spoken: Man 1: Everybody knows that dating in your twenties could be slightly intimidating. Visual: 00:00–00:03 The shot shows a man in his twenties with dark hair styled in braids, wearing a gray hoodie. He is sitting at a table in front of a china cabinet in a brightly lit room. The camera is at eye level and is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points Dating in your twenties can be slightly intimidating. # Value propositions - The prompt feature allows users to share glimpses of their personality, looks, and relationship goals, enabling potential matches to understand them better. # Benefits - Hinge can make dating easier - Allows you to show off the real you # Features - Written prompts - Voice prompts - Video prompts # Call to action None used. # Social proof - "But with Hinge, I was able to lay all my cards on the table and find somebody who was a perfect match for me" – Man 1 (Customer) - "At the end of the day, I could definitely say that Hinge made dating easier for me, and I guarantee it can make it easier for you too" – Man 1 (Customer) # Point of view - Customer 100% – The entirety of the ad is delivered by a customer who used the Hinge dating app. # Storyline - 00:00–00:22 A man discusses the challenges of dating in your 20s, meeting new people, and the pressure of figuring out if someone is compatible with who you are as a person. He mentions dating in your 20s is intimidating and you want to figure out if the person you are dating is compatible. - 00:22–00:29 He shares how Hinge dating app allowed him to lay all of his cards on the table and find someone who was a perfect match for him. - 00:29–00:44 He shares that Hinge has a prompt feature that allows people to show off their real self and show what you are looking for in someone else through written prompts, voice prompts, and video prompts. - 00:44–00:58 He states that when you date him, you have to know what you are getting into. He says that he is handsome, but he can be a handful. These prompts can help you get to know people's interests and open links for better conversations and deeper relationships. - 00:58–01:11 He tells a story of using Hinge and matching with a woman who answered the prompt of "what's something someone can do for you that would make you love them forever?" with "buying me flowers." - 01:11–01:21 He states that as a florist, he knew what flowers to buy her on their first date. - 01:21–01:44 He adds that Hinge made dating easier for him and it can make it easier for others as well.

# Ad summary This image ad for Hinge features two people in the ocean with their heads submerged in the water. The ad's tagline is "O aplicativo de relacionamentos feito para ser deletado." # Brand positioning Hinge is presented as a dating app that is designed to be deleted, implying that its goal is to help users find meaningful relationships that lead to no longer needing the app. This positions Hinge against the norm of dating apps that are designed to keep users engaged and paying for subscriptions indefinitely. The brand aims to occupy a space in the consumer's mind as a relationship-focused platform that values genuine connections over superficial interactions. The brand promotes a lifestyle of commitment and long-term partnership, suggesting that users should care because Hinge prioritizes their happiness and relationship success over profit. # Product Hinge is a dating app designed to help people find meaningful relationships. The ad suggests that the app is successful in its purpose, as it is "feito para ser deletado" (made to be deleted), implying that users will find a partner and no longer need the app. The ad does not explicitly state any features or ingredients of the app, but it conveys the USP that Hinge is focused on helping users find lasting relationships rather than endless swiping. The ad addresses the purchase barrier of commitment-phobia by suggesting that the ultimate goal is to find a partner and leave the app, rather than staying on it indefinitely. # Visual style The ad has a natural and candid visual style, with a focus on capturing a real-life moment. The production quality is high, with clear and vibrant colors. The image treatment includes natural lighting and minimal editing. The typography is clean and modern, with a focus on legibility. The overall style is designed to be visually appealing and relatable, conveying a sense of authenticity and playfulness. # Hooks Headline: O aplicativo de relacionamentos feito para ser deletado # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of dating apps that are designed to keep users engaged and paying for subscriptions indefinitely, without actually helping them find meaningful relationships. The tagline "O aplicativo de relacionamentos feito para ser deletado" (The relationship app designed to be deleted) signals this frustration by suggesting that Hinge is different and focused on helping users find lasting connections. # Value propositions - The relationship app designed to be deleted # Benefits - feito para ser deletado # Features - O aplicativo de relacionamentos # Call to action None used. # Social proof - None used. # Point of view - External source: The perspective is that of an observer watching the couple in the ocean and reading the tagline. This POV is used to present the brand's message in a visually appealing and relatable way. # Storyline - The ad features a man and a woman standing in the ocean with their heads submerged in the water. This image is likely intended to convey a sense of playfulness and lightheartedness, suggesting that using Hinge can lead to fun and enjoyable experiences. The audience is experiencing this moment from an external perspective, observing the couple's interaction in a natural setting. - The Hinge logo and tagline "O aplicativo de relacionamentos feito para ser deletado" (The relationship app designed to be deleted) are displayed at the bottom of the image. This reinforces the brand's positioning as a dating app focused on helping users find meaningful relationships that lead to no longer needing the app. The brand is telling this part of the story, emphasizing its unique value proposition and commitment to user success.

# Ad summary This ad for Hinge uses a visual metaphor of people ducking under water to represent the idea of avoiding undesirable dating experiences. The ad copy reinforces this concept by stating that Hinge is a dating app designed to be deleted, implying that it helps users find meaningful connections that lead to leaving the app. # Brand positioning Hinge is presented as a dating app that prioritizes meaningful connections over superficial interactions. The brand positions itself as an alternative to other dating apps that may lead to endless swiping and shallow relationships. By stating that it's 'created para ser eliminada' (created to be deleted), Hinge implies that its goal is to help users find lasting relationships that ultimately make the app unnecessary. This positioning suggests a focus on quality over quantity, appealing to users who are seeking genuine connections and long-term relationships rather than casual encounters. # Product Hinge is a dating app designed to help people find meaningful relationships that lead to deleting the app. The app is positioned as a solution to the frustrations of endless swiping and superficial interactions often associated with other dating apps. The ad highlights the app's unique selling proposition (USP) of being 'creada para ser eliminada' (created to be deleted), suggesting that it prioritizes helping users find lasting connections that make the app obsolete. This messaging implies that Hinge focuses on quality over quantity, aiming to facilitate genuine relationships rather than casual encounters. # Visual style The ad has a natural and candid visual style, resembling a snapshot taken at the beach. The lighting is bright and sunny, creating a warm and inviting atmosphere. The image treatment appears to be minimal, with no obvious filters or color grading. The typography is clean and simple, with the brand name and tagline presented in a clear and legible font. The overall style is designed to feel authentic and relatable, avoiding the overly polished or staged look often associated with advertising. # Hooks Headline: La dating app creada para ser eliminada. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that users are frustrated with dating apps that don't lead to meaningful connections. The visual of people ducking under water represents the desire to avoid negative dating experiences. # Value propositions - Hinge is a dating app that is created to be deleted, implying that it helps users find meaningful connections that lead to leaving the app. # Benefits - Created para ser eliminada (created to be deleted) # Features - Dating app # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand name and tagline are displayed at the bottom of the image, communicating the brand's positioning and unique value proposition. # Storyline - The ad opens with a visual of two people ducking their heads under water at the beach. This image is used to convey the feeling of avoiding something unpleasant, which in this case represents the negative experiences people often have with dating apps. The audience is experiencing this from the perspective of the brand, using a visual metaphor to represent a common frustration. - The brand name 'Hinge' is displayed prominently, followed by the tagline 'La dating app creada para ser eliminada' (The dating app created to be deleted). This reinforces the brand's positioning as a solution to the problems associated with other dating apps, promising to help users find meaningful connections that lead to deleting the app. The audience is experiencing this from the perspective of the brand, which is explicitly stating its unique value proposition.

# Ad summary This ad for Hinge features a photo of a smiling couple embracing, with the Hinge logo and tagline 'The dating app designed to be deleted' at the bottom. The ad aims to convey that Hinge helps people find meaningful relationships that lead to lasting connections. # Brand positioning Hinge is presented as a dating app focused on facilitating genuine, lasting relationships rather than fleeting connections. The brand positions itself as an alternative to apps that encourage endless swiping and superficial interactions. By stating it's 'designed to be deleted,' Hinge implies its success is measured by users finding a partner and leaving the app, which promotes a sense of trust and commitment to its users' long-term happiness. The brand aligns with values of authenticity, intentionality, and finding meaningful connections, pushing against the norms of casual dating apps. # Product Hinge is a dating app designed to help people find meaningful relationships. The app's unique selling proposition (USP) is that it is 'designed to be deleted,' implying that its goal is to help users find a lasting connection, leading them to no longer need the app. The ad features a real-life couple, suggesting that Hinge is for individuals seeking genuine relationships that lead to long-term commitment. The ad addresses the purchase barrier of skepticism towards dating apps by positioning Hinge as a platform focused on quality over quantity, aiming to create real-world connections. # Visual style The ad has a natural, candid visual style, resembling a snapshot taken by a user. The lighting is soft and warm, creating a friendly and inviting atmosphere. The image is slightly grainy, giving it a realistic and unpolished feel. The overall design is simple and uncluttered, with a focus on the couple and the Hinge logo. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points The central frustration is the difficulty in finding genuine, lasting relationships on dating apps that often prioritize superficial connections and endless swiping. The tagline 'designed to be deleted' signals this frustration by suggesting that Hinge is different and aims to help users find a partner and leave the app. # Value propositions - The dating app designed to be deleted: Implies that the app is successful at helping users find lasting relationships, leading them to no longer need the app. # Benefits - designed to be deleted # Features - The dating app # Call to action None used. # Social proof - None used. # Point of view - Customer: The couple in the photo represents the customer's point of view, showing the desired outcome of using Hinge – finding a meaningful relationship. # Storyline - The ad opens with a photo of a smiling couple embracing, conveying a sense of happiness and connection. This is included to visually represent the successful outcome of using Hinge, which is finding a meaningful relationship. The audience experiences this moment from the perspective of the couple, sharing in their joy and connection. - The Hinge logo and tagline 'The dating app designed to be deleted' are displayed at the bottom of the image. This reinforces the brand's unique selling proposition and its commitment to helping users find lasting relationships. The brand is telling this part of the story, emphasizing its mission and values.

# Ad summary This ad shows a screenshot of a Hinge dating app profile. The profile features a photo of a man at dinner and a prompt for other users to compliment the dinner spread. Another user has responded to the prompt, and the ad shows the response. # Brand positioning Hinge is presented as a dating app that encourages users to engage with each other's profiles through prompts and compliments. The brand aims to foster more meaningful interactions than simple swiping, positioning itself as a platform for people seeking genuine connections. The ad highlights the app's interactive features and suggests a focus on personality and shared interests over superficial attributes. # Product The product being advertised is the Hinge dating app. The ad showcases a profile featuring a photo of a man at dinner, along with a prompt that reads, "Compliment the dinner spread." This prompt encourages other users to engage with the profile by commenting on the photo. The ad also displays a response to the prompt: "Ok, that's a dinner I'd RSVP to in a heartbeat. Care to share where?" This interaction highlights the app's focus on prompting users to engage with each other's profiles in a more meaningful way than simply swiping. # Visual style The ad has a clean, modern visual style with a focus on the app's interface. The image is well-lit and the colors are muted, creating a soft and inviting feel. The overall aesthetic is consistent with the Hinge brand. # Hooks Headline: Compliment the dinner spread # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that users are frustrated with superficial interactions on other dating apps. The prompt "Compliment the dinner spread" suggests a desire for more meaningful engagement than just swiping based on appearance. # Value propositions - The profile prompt encourages users to engage with each other's profiles in a more meaningful way than simply swiping. - The response to the prompt illustrates the type of engagement the app facilitates, leading to potential dates and relationships. # Benefits - Meaningful connections - Engaging conversations # Features - Profile prompts - User interaction # Call to action Send Like # Social proof - "Ok, that's a dinner I'd RSVP to in a heartbeat. Care to share where?" – Hinge User # Point of view - Customer: The ad shows a Hinge profile and a response to a prompt, giving the viewer a sense of how users interact on the app. - Brand: The ad showcases the Hinge logo and the app's interface, promoting the brand and its features. # Storyline - The ad opens with a view of a Hinge profile featuring a man at dinner. The intention is to showcase the type of content users share on the app, told from the perspective of a Hinge user browsing profiles. - The profile includes a prompt, "Compliment the dinner spread," inviting other users to engage with the photo. This is from the brand's perspective, demonstrating how users can interact with each other's profiles. - A response to the prompt is shown: "Ok, that's a dinner I'd RSVP to in a heartbeat. Care to share where?" This is from the perspective of a Hinge user responding to the prompt, illustrating the type of engagement the app facilitates.

# Ad summary This image ad for Hinge features a young couple smiling at each other while sitting under a tree. The ad emphasizes the app's purpose of helping people find meaningful relationships that lead to deletion of the app. # Brand positioning Hinge is presented as a dating app designed for individuals seeking genuine, lasting relationships rather than casual encounters. The brand positions itself against the norms of fleeting connections often associated with other dating platforms. By emphasizing its purpose of being 'designed to be deleted,' Hinge suggests that its success is measured by users finding love and leaving the app, aligning with values of commitment and authenticity. The brand aims to occupy a space in the consumer's mind as a facilitator of meaningful connections, promoting a lifestyle where finding a partner leads to a fulfilling, off-app relationship. # Product Hinge is a dating app designed to help people find meaningful relationships. The app's unique selling proposition is that it is 'designed to be deleted,' meaning its goal is to help users find a partner and leave the app. This suggests that Hinge focuses on quality connections over quantity, aiming to facilitate relationships that lead to long-term commitment. The ad does not explicitly mention specific features or functionalities of the app, but it implies that the app is for individuals who are serious about finding a partner and are looking for a relationship that will last. # Visual style The ad has a soft and natural visual style, with a focus on creating a sense of intimacy and connection. The use of natural lighting and a relaxed outdoor setting contributes to the overall feeling of authenticity. The image is well-composed and visually appealing, with a clear focus on the couple and their interaction. The typography is clean and legible, with a simple and modern design. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of using dating apps that don't lead to meaningful relationships. The tagline 'The dating app designed to be deleted' suggests that other dating apps are designed to keep users engaged and active on the platform, rather than helping them find a partner and leave. # Value propositions - The dating app designed to be deleted: Implies that the app is focused on helping users find lasting relationships, rather than just casual encounters. # Benefits - Find meaningful relationships # Features - Designed to be deleted # Call to action None used. # Social proof - None used. # Point of view - Brand: The Hinge logo and tagline at the bottom of the image communicate the brand's unique selling proposition and commitment to helping users find lasting relationships. - Customer: The image of the smiling couple conveys the desired outcome of using the Hinge app, suggesting that users can find happiness and connection through the platform. # Storyline - The ad opens with a close-up shot of a smiling couple sitting under a tree, with the woman leaning affectionately on the man. This is included to convey a sense of intimacy and connection, showcasing the desired outcome of using the Hinge app. The audience experiences this moment from an external observer's perspective, witnessing the couple's happiness. - The Hinge logo and tagline 'The dating app designed to be deleted' are displayed at the bottom of the image. This is included to reinforce the brand's unique selling proposition and communicate its commitment to helping users find lasting relationships. The brand is telling this part of the story, emphasizing its purpose and values.

# Ad summary This Hinge ad uses a collage of images to show people out in the world. The ad is in Portuguese and promotes Hinge as the dating app designed to be deleted. # Brand positioning Hinge is presented as a modern dating app that is designed to be deleted. This implies that the app is successful at helping people find meaningful relationships that lead to users no longer needing the app. The brand positions itself as a solution for those seeking genuine connections rather than endless swiping, aligning with values of authenticity and long-term commitment. # Product Hinge is a dating app designed to help people find meaningful relationships. The ad highlights the app's unique selling proposition: it is "feito para ser deletado" (made to be deleted), suggesting its effectiveness in helping users find lasting connections. The ad does not explicitly detail the app's features or functionality, but it implies that Hinge is for individuals seeking genuine, long-term relationships rather than casual encounters. The ad addresses the common frustration of dating apps that keep users engaged indefinitely by positioning Hinge as a solution that leads to users leaving the app once they find a partner. # Visual style The ad has a modern and minimalist visual style. The collage of images gives it a casual and authentic feel. The use of natural lighting and outdoor settings creates a sense of realism. The overall effect is clean and uncluttered, with a focus on the people and their interactions. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of dating apps that keep users engaged indefinitely without leading to meaningful relationships. The tagline "O aplicativo de relacionamentos feito para ser deletado" (The dating app designed to be deleted) directly counters this pain point by positioning Hinge as a solution that leads to users leaving the app once they find a partner. # Value propositions - The dating app designed to be deleted # Benefits - Designed to be deleted # Features - Dating app # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand name and tagline are presented at the bottom of the image, communicating the app's unique value proposition. # Storyline - The ad opens with a collage of images showing people in various outdoor settings. This is intended to convey that Hinge users are real people who are out in the world, living their lives and forming connections. The brand is showing the audience that Hinge is a part of their everyday lives. - The ad then presents the brand name, Hinge, followed by the tagline "O aplicativo de relacionamentos feito para ser deletado" (The dating app designed to be deleted). This is intended to communicate the app's unique value proposition: it is designed to help users find lasting relationships that lead to them no longer needing the app. The brand is telling the audience that Hinge is different from other dating apps that are designed to keep users engaged indefinitely.

# Ad summary This image ad for Hinge features a young couple smiling at each other while sitting under a tree. The ad emphasizes the app's purpose of helping people find meaningful relationships that lead to deletion of the app. # Brand positioning Hinge is presented as a dating app designed for individuals seeking genuine, lasting relationships rather than casual encounters. The brand positions itself against the norms of fleeting connections often associated with other dating platforms. By emphasizing its purpose of being 'designed to be deleted,' Hinge suggests that its success is measured by users finding love and leaving the app, aligning with values of commitment and authenticity. The brand aims to occupy a space in the consumer's mind as a facilitator of meaningful connections, promoting a lifestyle where finding a partner leads to a fulfilling, off-app relationship. # Product Hinge is a dating app designed to help people find meaningful relationships. The app's unique selling proposition is that it is 'designed to be deleted,' meaning its goal is to help users find a partner and leave the app. This suggests that Hinge focuses on quality connections over quantity, aiming to facilitate relationships that lead to long-term commitment. The ad does not explicitly mention specific features or functionalities of the app, but it implies that the app is for individuals who are serious about finding a partner and are looking for a relationship that will last. # Visual style The ad has a soft and natural visual style, with a focus on creating a sense of intimacy and connection. The use of natural lighting and a relaxed outdoor setting contributes to the overall feeling of authenticity. The image is well-composed and visually appealing, with a clear focus on the couple and their interaction. The typography is clean and legible, with a simple and modern design. # Hooks Headline: None used # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of using dating apps that don't lead to meaningful relationships. The tagline 'The dating app designed to be deleted' suggests that other dating apps are designed to keep users engaged and active on the platform, rather than helping them find a partner and leave. # Value propositions - The dating app designed to be deleted: Implies that the app is focused on helping users find lasting relationships, rather than just casual encounters. # Benefits - Find meaningful relationships # Features - Designed to be deleted # Call to action None used. # Social proof - None used. # Point of view - Brand: The Hinge logo and tagline at the bottom of the image communicate the brand's unique selling proposition and commitment to helping users find lasting relationships. - Customer: The image of the smiling couple conveys the desired outcome of using the Hinge app, suggesting that users can find happiness and connection through the platform. # Storyline - The ad opens with a close-up shot of a smiling couple sitting under a tree, with the woman leaning affectionately on the man. This is included to convey a sense of intimacy and connection, showcasing the desired outcome of using the Hinge app. The audience experiences this moment from an external observer's perspective, witnessing the couple's happiness. - The Hinge logo and tagline 'The dating app designed to be deleted' are displayed at the bottom of the image. This is included to reinforce the brand's unique selling proposition and communicate its commitment to helping users find lasting relationships. The brand is telling this part of the story, emphasizing its purpose and values.

# Ad summary A woman shares her experience using the Hinge dating app. She explains that she is looking for a boyfriend and is excited to use the app to find one. She shows her profile and explains that she added icebreakers and photos to make it more personal and to show her true self. She encourages viewers to download Hinge to show their true selves and create real connections. # Brand positioning Hinge is presented as a dating app designed to be deleted once users find a meaningful connection. The brand positions itself as a platform for authentic self-expression, encouraging users to showcase their true selves to foster genuine relationships. This approach pushes against the norm of superficial dating apps, focusing instead on creating a space where users can connect on a deeper level and ultimately find a partner, leading to the app's deletion. The brand's positioning is both functional, by providing tools like icebreakers to facilitate meaningful conversations, and emotional, by promoting authenticity and the potential for finding a lasting relationship. # Product Hinge is a dating app designed to be deleted once users find a meaningful connection. It encourages users to showcase their true selves to foster genuine relationships. The app includes features like icebreakers to help users connect beyond just photos and start meaningful conversations. It is presented as a platform for authentic self-expression, where users can be real and create real connections. The app is positioned as a solution for those seeking genuine relationships rather than superficial interactions, with the ultimate goal of finding a partner and deleting the app. The ad highlights the importance of personalizing profiles to reflect one's true self, emphasizing authenticity and the potential for finding a lasting relationship. # Visual style The ad has a casual, UGC feel with natural lighting and a stationary camera. The editing is simple, with direct cuts between shots. The production quality is consistent with a typical social media video, suggesting an authentic and relatable tone. The pacing is moderate, with cuts timed to coincide with changes in the speaker's message. # Hooks Spoken: 00:00–00:01: Chicos, les tengo noticias. Visual: 00:00–00:01: A medium shot shows a young woman with long, dark hair and bangs, wearing a navy tank top with white lace trim. She is sitting on a light-colored couch with an orange pillow behind her. Behind her is a tree with green leaves and brown seed pods. The camera is stationary and at eye level. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that other dating apps do not allow users to show their true selves and create real connections. # Value propositions - Hinge is designed to be deleted once you find a boyfriend - Hinge helps you show your true self - Hinge helps you create real connections # Benefits - Connect beyond photos - Start meaningful conversations - Show your true self - Create real connections # Features - Icebreakers - Personalized profiles # Call to action Descarguen Hinge # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing her personal experience and excitement about using the Hinge dating app. # Storyline - 00:00–00:10 The creator begins by sharing that she has news and is excited because she has been looking for a boyfriend for a long time. - 00:10–00:26 She reveals that she downloaded Hinge, a dating app that is new to Mexico, and explains that it was created to be deleted once a user finds a boyfriend. - 00:26–00:38 She shares that she wants to personalize her profile to show her true self, emphasizing the importance of being authentic and real. - 00:38–00:52 She shows her profile, highlighting the addition of icebreakers to help connect beyond photos and start meaningful conversations, as well as photos to look flirty. - 00:52–01:11 She expresses her excitement and feeling that she will find a boyfriend soon, encouraging viewers to download Hinge to show their true selves and create real connections. - 01:11–01:14 She asks viewers to wish her luck.

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# Ad summary This ad uses a first-person narrative and relatable footage of everyday moments to present Hinge as the dating app for finding someone to share cozy, meaningful experiences with. # Brand positioning Hinge is presented as a dating app designed for individuals seeking meaningful connections and shared experiences. The brand emphasizes moving beyond superficial interactions to create authentic relationships. The ad focuses on facilitating companionship and creating shared enjoyment of life's simple pleasures. The brand's positioning is emotional, as the focus is on helping people find partners to enhance their daily lives and create special moments. # Product Hinge is a dating app that connects people who are interested in creating meaningful contacts and shared experiences. The ad suggests the app uses prompts to help users express themselves beyond superficial profiles. The app is positioned as a tool for finding a partner to "romanticize everyday moments and cozy autumn days." By emphasizing shared activities and emotional connection, the app is presented as a way to enrich one's life through companionship. # Visual style The ad has a polished UGC feel, blending high-quality footage of aesthetic scenes with direct-to-camera testimonial. The editing style is smooth with simple cuts between shots, creating a consistent and calming rhythm. The pacing is moderate, supporting the tone of relaxation and daily appreciation. # Hooks Spoken: 00:00–00:05 Female: På sociala medier trendar att romantisera vardagliga ögonblick och mysiga höstdagar. Text overlay: 00:00–00:12 På sociala medier / 00:02–00:05 trender att romantisera vardagliga ögonblick och mysiga höstdagar Visual: 00:00–00:01 A park with tall trees and lush green grass. A pink bike is parked on the right. In the background, there is a tall pink brick building. The camera is stationary. / 00:01–00:03 A living room interior with light hardwood floors. A black wood-burning stove with a visible fire sits in the background. Two young women are sitting on the floor petting a black dog. One woman is wearing a navy blue long sleeve shirt and leggings, and she is sitting cross-legged facing the fire. The other woman has long brown hair and is wearing a black long sleeve shirt and leggings. The dog is lying down, enjoying being pet. / 00:03–00:05 A flower shop display filled with vibrant, colorful flowers. Pink peonies and white hydrangeas are prominent. The camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is not having a partner to share everyday moments and cozy experiences with. The ad addresses the frustration of wanting companionship to enhance life's simple pleasures. # Value propositions - Find someone to romanticize everyday moments and cozy autumn days with - Create meaningful contacts. # Benefits - Create meaningful contacts - Romanticize everyday moments and cozy autumn days - Romanticize life # Call to action kommer ni att pröva Hinge? # Point of view - Customer 100% – The entire ad is presented through the lens of a real user who is looking for a partner to enjoy life’s simple pleasures, framed through first-person testimonials. # Storyline - 00:00–00:05 00:00–00:05 The ad opens with a series of shots showing aesthetic, calming scenes: a tree-lined street, two women petting a dog by a fireplace, a flower shop display, and two women in a bedroom. The ad seeks to establish a tone of everyday beauty and comfortable domesticity, setting the stage for a message about enjoying life's simple pleasures. The visuals are presented from a neutral, observational perspective, emphasizing the inherent appeal of the scenes themselves. - 00:05–00:08 00:05–00:08 A hand puts a baking pan into an oven. The narrator asks, "Why not do it together with someone?" The ad pivots to emphasize the value of shared experiences. The transition is smooth, and the question implies that the viewer could enhance these moments by finding a partner. - 00:08–00:12 00:08–00:12 A series of shots featuring a man looking at a sunset, the sky, and three women walking down the street. The narrator states, "Therefore I am trying Hinge to find someone to just do that with—romanticize life." The ad resolves the question by introducing Hinge as a solution for finding a partner to share these experiences with. The perspective is still observational, reinforcing the idea that Hinge can help facilitate connection. - 00:12–00:21 00:12–00:21 A woman speaks to the camera on her bed, saying, "Will a prompt in my profile... looked like this. Just to create meaningful contacts. So what do you think, will you try Hinge?" The ad concludes with a testimonial-style message, encouraging viewers to consider Hinge. The shift to a direct address fosters a sense of personal connection and invites the viewer to take action.

# Ad summary A man prepares a matcha latte while talking about the dating app, Hinge, providing three tips he has learned through dating on Hinge. He encourages the viewer to try Hinge. # Brand positioning The brand is Hinge, a dating app that focuses on helping people find authentic connections. The ad promotes Hinge as a platform for users to find meaningful relationships and genuine chemistry by expressing their true selves and having a great first date. The brand pushes against casual dating apps by encouraging self-expression and authentic connection, which aligns with the brand's emotional positioning. # Product Hinge is presented as a dating app. The ad implies the app is for individuals looking to find genuine connections and chemistry through expressing themselves authentically on their profiles. Hinge encourages going on dates as a low-pressure way to assess chemistry. The ad acknowledges the risk of unsuccessful dates but reframes them as learning opportunities. # Visual style The ad features a casual, unpolished aesthetic, with a focus on the creator's personality. It combines direct address, a natural home setting, and practical demonstration to create a UGC-style video. The editing is simple with static shots and basic transitions. The pacing is moderate, maintaining a conversational rhythm. Audio and visual elements sync naturally with the creator's speech, emphasizing authenticity and relatability. # Hooks Spoken: La oss lage en matcha mens vi snakker om Hinge. Text overlay: La oss lage en matcha mens vi snakker om Hinge Visual: 00:00–00:01: A person with dark hair, a mustache, wearing a black shirt, and a black and gray cardigan, holds a tin of green matcha powder in their left hand and a wooden spoon with matcha powder in their right. They are looking directly at the camera. On the table in front of them, there is a bamboo matcha whisk, and a purple and pink matcha bowl. The background is a white wall with wooden shelves. / 00:01–00:02: The person sets down the tin of matcha and begins sifting matcha powder into a purple and pink bowl. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that finding a genuine connection and assessing chemistry can be challenging, leading to unsuccessful dates. Quote: "mindre jeg hadde opplevd hva som ikke fungerer" # Value propositions - Hinge provides a platform for finding meaningful relationships by encouraging users to express themselves authentically and going on dates as a way to assess chemistry. # Benefits - Find a relationship - Authentic connection - Genuine chemistry # Features - Dating app # Call to action prøv ut Hinge, kanskje du finner din kopp te, eller matcha! # Point of view - Customer 100% – The ad is told from the first-person perspective of a user making a video at home. # Storyline - 00:00–00:02 The creator prepares matcha while introducing the topic of Hinge. - 00:02–00:10 He mentions his personal challenge to go on at least one date per month and the financial implications of not meeting that goal. - 00:10–00:17 He reflects on his past lack of understanding of real connection and the importance of experiencing what doesn't work. - 00:17–00:18 The creator introduces three lessons he has learned about dating. - 00:18–00:22 He explains that a first date doesn't need to be a big deal and is simply a way to check for chemistry. - 00:22–00:26 He shares the importance of expressing yourself on your profile. - 00:26–00:34 He concludes with a reminder that these are his personal opinions and suggests that if someone is invited for coffee, the coffee should be good, then encourages the viewer to try Hinge.

# Ad summary This ad promotes the Hinge dating app. The ad features a woman who shares three date ideas that can be created using the prompt function on the app. # Brand positioning Hinge is presented as a dating app that helps users connect with others through its prompt function. The brand aims to occupy a space in the consumer's mind as a platform that facilitates meaningful connections and creative date ideas. The brand aligns with values of fun, creativity, and genuine interaction, pushing against the norm of superficial dating app experiences. The brand positioning is both functional, offering a prompt feature to spark conversation, and emotional, fostering a sense of excitement and connection. # Product Hinge is a dating app that helps users connect with others through its prompt function. The app is for individuals looking for meaningful connections and creative date ideas. The prompt function allows users to create polls and prompts to spark conversation and plan unique dates. The ad highlights the app's ability to facilitate fun, creative, and genuine interactions, addressing the barrier of superficial dating app experiences. The ad encourages viewers to download Hinge and try the prompt function to discover fantastic dates. # Visual style The ad has a UGC feel with a polished commercial look. The editing style includes quick cuts and smooth transitions. The pacing is consistent throughout the ad. The visuals are timed to the voiceover lines. # Hooks Spoken: Female 1: Jeg bruger dating appen Hinge på grund af prompt funktionen. Text overlay: 00:00–00:02 / Jeg bruger dating appen Hinge Visual: 00:00–00:02: A woman with pink and white striped nails and green and white striped nails holds up her phone to the camera. The phone is open to the Hinge dating app. The woman is wearing a gray shirt and black pants. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that some dating apps lead to superficial experiences. # Value propositions - The prompt function helps users discover fantastic dates. # Benefits - Fantastic dates # Features - Prompt function # Call to action Download Hinge # Point of view - Customer 100% – The entire ad is told from the perspective of a customer sharing her experience with the app. # Storyline - 00:00–00:02 The woman states that she uses the Hinge dating app because of the prompt function. - 00:02–00:05 The woman states that instead of grabbing drinks, here are her three date ideas. - 00:05–00:08 The woman states that her first date idea is to make a homemade brunch together because it is cozy and there is plenty of time to talk together. - 00:09–00:12 The woman states that her second date idea is simple, which is to go for a walk with a coffee in hand. - 00:13–00:16 The woman states that her last date idea is her favorite activity, which is to paint ceramics. - 00:16–00:19 The woman encourages the viewer to download Hinge and try the prompt function for fantastic dates.

# Ad summary This Hinge ad features a close-up selfie of a person with freckles and short curly hair. The ad's message is that Hinge is for people who want to get off dating apps. # Brand positioning Hinge is presented as a dating app that is designed to help people find meaningful relationships and ultimately get off dating apps. The brand positions itself as an alternative to other dating apps that may be more focused on casual connections or endless swiping. The ad suggests that Hinge is for people who are looking for something more serious and are ready to find a partner. # Product Hinge is a dating app designed to help people find meaningful relationships. The ad suggests that Hinge is for people who are looking for something more serious than casual dating and are ready to find a partner to get off dating apps with. The app aims to differentiate itself from other dating apps that may be more focused on casual connections or endless swiping. # Visual style The ad has a natural, unfiltered aesthetic, resembling a candid selfie. The lighting is soft and natural, and the colors are muted. The overall effect is casual and approachable, suggesting authenticity and realness. # Hooks Headline: Meet someone that also wants to get off dating apps # Funnel stage Top of funnel (Awareness) # Pain points The pain point is the frustration of being stuck on dating apps and wanting to find a meaningful relationship. The ad copy states, "Meet someone that also wants to get off dating apps," which directly addresses this desire. # Value propositions - Find a meaningful relationship and get off dating apps # Benefits - Find someone who also wants to get off dating apps # Features - Dating app # Call to action None used. # Social proof - None used. # Point of view - Customer: The close-up selfie creates a sense of intimacy and authenticity, making the viewer feel like they are connecting with a real person. - Brand: The Hinge logo and message in the bottom left corner communicate the app's unique selling proposition and target audience. # Storyline - The ad opens with a close-up selfie of a person, creating a sense of intimacy and authenticity. This is intended to draw the viewer in and make them feel like they are connecting with a real person, from the customer's perspective. - The Hinge logo appears in the bottom left corner, followed by the message "Meet someone that also wants to get off dating apps." This is the brand's message, highlighting the app's unique selling proposition and targeting users who are tired of the endless swiping and superficial connections often associated with dating apps.

# Ad summary This ad features a creator who is a self-proclaimed "Rizzologist" who shares his Hinge prompt strategy to help people break the ice and show who they really are. # Brand positioning This ad features Hinge, a dating app designed to be deleted. The brand is presented as a platform for authentic connection, where users can showcase their personality through prompts and find meaningful relationships. The ad pushes against the superficiality of typical dating apps by emphasizing the importance of breaking the ice and revealing one's true self. Hinge aims to occupy a space in the consumer's mind as a tool for genuine connection, aligning with values of authenticity and self-expression. The brand promotes a lifestyle of meaningful relationships and encourages users to move beyond surface-level interactions. # Product The ad features Hinge prompts, which are questions or statements that users can answer on their profile to showcase their personality and interests. These prompts are designed to break the ice and spark conversations between potential matches. The ad highlights the prompts as a way to reveal one's true self and find someone who appreciates them for who they are. The creator shares three of his own prompts as examples: "I want someone who can go aux-for-aux with me in the car," "How many fingers am I holding up?", and "Dating me is like eating a warm cheesecake while wearing wet socks." These prompts are presented as a way to initiate engaging conversations and ultimately lead to meaningful connections. The ad addresses the purchase barrier of feeling awkward or unsure about how to start a conversation on a dating app by providing users with creative and engaging prompts. # Visual style The ad has a UGC feel with a polished commercial look. The editing style is quick cuts, and the production quality is high-end. The pacing is consistent throughout the ad. The cuts, text, and product actions are timed to the voiceover lines. # Hooks Spoken: Male 1: If your Hinge game is weak, / Male 1: I'm about to put you on to something. Text overlay: 00:00–00:02 / if your Hinge game is weak / 00:01–00:03 / I'm about to put you on to something Visual: 00:00–00:02: A medium close-up shot of a young Asian man with dark, curly hair and glasses. He is wearing a dark blue collared shirt. The background is a white wall with a cartoon drawing of a person and some geometric shapes. # Funnel stage Middle of funnel (Consideration) # Pain points Having a weak Hinge game. # Value propositions - Hinge prompts help you break the ice and show who you really are. # Benefits - Break the ice - Show who you really are # Features - Hinge prompts # Call to action None used. # Social proof - None used. # Point of view - Expert 100% – The ad is told from the point of view of a self-proclaimed "Rizzologist" who is sharing his expertise on Hinge prompts. # Storyline - 00:00–00:02 The creator introduces himself and claims that he is about to put the viewer on to something if their Hinge game is weak. - 00:02–00:09 The creator introduces himself as Billy, a certified "Rizzologist," and claims that the knowledge he is about to share is coming from a professional. - 00:09–00:18 Billy tells the viewer to start using Hinge prompts because his prompts break the ice and show who he really is, which will help the viewer. - 00:18–00:31 Billy shares his first prompt: "I want someone who can go aux-for-aux with me in the car." He explains that this prompt will lead to conversations about favorite music and artists, and eventually falling in love. - 00:31–00:42 Billy shares his second prompt: "How many fingers am I holding up?" He explains that this prompt will lead to conversations about favorite numbers or fingers, and eventually falling in love. - 00:42–00:59 Billy shares his "curveball" prompt, which is unskippable if the viewer skips the first two prompts. The prompt is: "Dating me is like eating a warm cheesecake while wearing wet socks. In this moment, you find yourself torn between the comfort of cake and the terrifying grip of your socks. The dichotomy between the two extremes create an unforgettable moment." - 00:59–01:00 Billy explains that this passage alone will give the viewer a lot to uncover and talk about.

# Ad summary This ad for Hinge showcases a couple, Noemi and Joshua, who met on the app. The ad shares sweet moments from their relationship, highlighting the app's ability to create meaningful connections. # Brand positioning Hinge is presented as a dating app focused on creating genuine connections and relationships. The app distinguishes itself by aiming to help users find lasting partnerships, emphasizing meaningful connections over superficial matches. The brand promotes authenticity, encouraging users to be themselves and find partners who value them for who they are. The brand's positioning is less about fleeting encounters and more about building a foundation for long-term relationships. In this ad, the brand showcases real-life couples who have found love through the app, reinforcing its commitment to helping people find their perfect match. # Product Hinge is a dating app designed to help people form meaningful relationships. The ad focuses on showcasing couples who have met on Hinge, emphasizing the app's ability to facilitate genuine connections. The key features of the app are not explicitly stated, but the ad implies that it provides a platform for users to find partners who are truly compatible with them. The ad's language and visuals highlight the app's goal of creating lasting connections rather than just superficial matches. Hinge is positioned as a tool for finding love, suggesting that it helps users overcome the challenges of modern dating by providing a space for authentic self-expression and compatibility. The ad addresses potential purchase barriers by demonstrating real-life success stories, showcasing the tangible outcomes of using the app. # Visual style The ad features a polished, intimate aesthetic with a blend of candid and carefully composed shots. The editing style includes quick cuts and smooth transitions. The production quality is high, giving the ad a professional feel while maintaining a sense of authenticity. The visuals are timed to the music, enhancing the overall emotional impact. The color palette is natural and warm, contributing to the ad's inviting and genuine tone. # Hooks Spoken: 00:02–00:08 Female 1: Ich glaube, wir haben uns dann einfach, wir haben uns dann einfach angeguckt und waren halt einfach und du meinst einfach sowas so... Text overlay: 00:01–00:05 NOEMI & JOSHUA, / 00:01–00:05 Match im Mai 2025. Visual: 00:01–00:02 A light-skinned woman with short, dark hair and multiple facial piercings smiles brightly. The background is a plain white curtain. Text overlay reads "NOEMI & JOSHUA, Match im Mai 2025." / 00:02–00:03 The light-skinned woman with short, dark hair and multiple facial piercings kisses the dark-skinned man while holding a small birthday cake with two candles in it. They are outdoors standing in front of a brick wall. Text overlay reads "NOEMI & JOSHUA, Match im Mai 2025." / 00:03–00:05 The light-skinned woman with short, dark hair and multiple facial piercings and the dark-skinned man with dreads take a bite out of the same birthday cake. They are outdoors standing in front of a brick wall. Text overlay reads "NOEMI & JOSHUA, Match im Mai 2025." / 00:05–00:05 A close-up shot shows the light-skinned woman's nose and mouth with a piercing on each. The background is a plain white wall. / 00:05–00:06 A plain white background. / 00:06–00:07 A close-up shot shows the dark-skinned man's nose and mouth. # Funnel stage Middle of funnel (Consideration) # Pain points The ad is not directly solving a problem. However, it shows the benefit of finding a genuine connection through the Hinge app. # Call to action None used. # Social proof - Ich glaube, wir haben uns dann einfach, wir haben uns dann einfach angeguckt und waren halt einfach und du meinst einfach sowas so..." – Female 1 - Wir sind schon zusammen. Das hat er gesagt. Und ich meinte, ja, eigentlich schon." – Female 1 # Point of view - Customer 100% – All content is shown from the POV of one couple. # Storyline - 00:00–00:01 00:00–00:01 The ad begins with a close-up shot of a smiling man's face as a woman gently touches his cheek. This moment sets a warm, intimate tone, immediately drawing the viewer into a personal space. The focus is on the genuine affection between the couple, establishing a sense of connection and authenticity. This opening shot conveys a feeling of tenderness and invites viewers to engage with the story that is about to unfold. The moment progresses the narrative by introducing the couple and setting the stage for their love story. - 00:01–00:05 00:01–00:05 Text appears on screen: "NOEMI & JOSHUA, Match im Mai 2025." This text reveals the names of the couple and the month of their match, providing context and a sense of time. The inclusion of specific details adds credibility and makes the story feel more real. We see candid moments of the couple celebrating a birthday, including kissing and sharing cake. These visuals reinforce the idea that the ad is capturing genuine moments and creating a narrative of real experiences. The moment progresses the narrative by introducing the couple and setting the stage for their love story. - 00:05–00:08 00:05–00:08 Close up shots of their faces cut between each other as the woman recalls "Ich glaube, wir haben uns dann einfach wir haben uns dann einfach angeguckt und waren halt einfach und du meinst einfach sowas so...". - 00:08–00:14 00:08–00:14 Showing more moments between the couple, the woman continues, "wie sind schon zusammen, dass hat er gesagt. Und ich meinte ja, eigentlich schon." Text appears on screen with "Hinge präsentiert: Souvenirs of Love". The ad concludes with a close up of the couple kissing.

# Ad summary This ad for Hinge features a woman recounting how she met her partner through the app. She shares the story of how her brother vetted her partner by asking if he liked andouillette, a type of French sausage. The ad is part of Hinge's 'Souvenirs d'Amour' campaign. # Brand positioning Hinge is presented as a dating app that focuses on creating meaningful connections, as opposed to superficial or fleeting encounters. The brand aligns with values of authenticity, humor, and a lighthearted approach to finding love. It pushes against the norms of overly curated or performative dating app experiences, instead highlighting genuine and sometimes quirky interactions that lead to real relationships. The brand positioning is emotional, emphasizing the joy and humor found in the journey of finding a partner. # Product Hinge is a dating app designed to help people find meaningful relationships. The ad highlights the app's ability to facilitate connections based on shared interests and values, as demonstrated by the brother's andouillette question. The app is for individuals seeking genuine, long-term relationships and is presented as a platform where authentic interactions can lead to love. The ad addresses the purchase barrier of skepticism towards dating apps by showcasing a real-life success story, suggesting that Hinge can lead to finding a compatible partner. The ad tells the viewer that Hinge is worth trying because it focuses on creating real connections and memorable moments. # Visual style The ad has a casual, UGC-style aesthetic with natural lighting and simple editing. The production quality is polished but maintains a relatable feel, supporting the intended tone of authenticity and humor. The editing style includes quick cuts between the interview and supporting visuals. The pacing is moderate, with cuts timed to the rhythm of the storytelling. # Hooks Spoken: 00:00–00:02: Son frère, la première chose qu'il m'a dit : t'aimes l'andouillette? Text overlay: 00:02–00:03: LOU & FREDO, ont matché en septembre 2024. / 00:02–00:03: -T'aimes l'andouillette? / 00:02–00:03: -Oui. Visual: 00:00–00:02: A woman with long brown hair and bangs, wearing a denim jacket, sits next to a man in a similar jacket. They are in front of a light pink curtain. The camera is stationary and focuses on the woman as she speaks. / 00:02–00:03: A photo of the woman and her partner when they were younger is shown. Text overlay states 'LOU & FREDO, ont matché en septembre 2024. -T'aimes l'andouillette? -Oui.' # Funnel stage Middle of funnel (Consideration) # Pain points Skepticism towards dating apps and the difficulty of finding genuine connections. # Value propositions - Hinge helps you find a compatible partner by focusing on creating real connections and memorable moments. # Benefits - Find meaningful relationships - Authentic interactions can lead to love # Features - App that facilitates connections - Real-life success story # Call to action None used. # Social proof - "Son frère, la première chose qu'il m'a dit : t'aimes l'andouillette?" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her personal experience with the app. # Storyline - 00:00–00:02 The woman begins by stating that her brother's first question to her partner was, 'Do you like andouillette?' - 00:02–00:03 A photo of the woman and her partner is shown, with text overlay stating they matched in September 2024. The text also includes the question, 'T'aimes l'andouillette?' and the answer, 'Oui.' - 00:03–00:04 The woman's partner is shown walking into a room, and the woman says, 'Ok super.' - 00:04–00:06 The woman's brother says, 'Ok, bah rentre dans la famille,' welcoming the partner into the family. - 00:06–00:06 The brother says, 'Bienvenue, welcome!' - 00:07–00:10 The woman says, 'J'ai eu l'andouillette le midi, le 'je t'aime' le soir,' indicating a quick progression in the relationship. - 00:10–00:12 The woman and her partner laugh together. - 00:12–00:15 Text overlay appears, stating 'Hinge présente: Souvenirs d'Amour,' introducing the campaign.

# Ad summary This ad for the dating app Hinge tells the story of Kyra and Malte, a couple who met on the app in July 2024. The ad consists of clips of them on vacation together, along with clips of them in conversation reflecting on their experience. # Brand positioning Hinge is presented as a dating app that leads to real relationships, not just fleeting encounters. The ad leans into the emotional connection and deep bond that can form between two people who find each other on the app. By showcasing Kyra and Malte's journey, Hinge aligns itself with values of authenticity, meaningful connections, and lasting love. The focus on real-life experiences and shared memories positions Hinge as a facilitator of genuine human connection in contrast to the often superficial nature of other dating platforms. # Product Hinge is a dating app that facilitates meaningful connections between individuals seeking relationships. The app is not shown directly, but the ad highlights Hinge's role in bringing people together. The ad implies Hinge is for individuals looking to find a long-lasting partner, rather than casual dating. By focusing on the couple's authentic experiences and emotional bond, the ad suggests that Hinge is a platform that fosters deeper connections, leading to relationships built on trust, adventure, and shared experiences. # Visual style The ad employs a casual, UGC-style aesthetic, which is conveyed through its raw footage and minimal editing. The production quality has a somewhat high-end feel through the use of more polished interior shots and well-composed outdoor shots of Cuba. The pacing is conversational and not fast-paced, which aligns with the goal of authentic connection. # Hooks Spoken: 00:00–00:02: Female 1: unsere Friends waren schon so, what the f*ck? Text overlay: 00:01–00:02: KYRA & MALTE, / 00:01–00:02: Match im Juli 2024. Visual: 00:00–00:00: A close up shows two people embracing. The head of a man is on the right and the face of a woman, her hair in voluminous curly brown and orange afro, is on the left. Both people are wearing casual clothes. / 00:01–00:02: A man's face is angled to the right. Text overlaid reads, "KYRA & MALTE, Match im Juli 2024." # Funnel stage Top of funnel (Awareness) # Pain points Many dating apps focus on superficial interactions and fleeting encounters. # Value propositions - Hinge helps you to create a real meaningful connection that leads to love. # Benefits - Find lasting love and build a deeper connection with someone. - Create shared memories and experiences together. # Features - Dating app that focuses on meaningful connections # Call to action None used. # Social proof - "unsere Friends waren schon so, what the f*ck?" – Female 1 (Customer) # Point of view - Customer 100% – The ad is presented from the POV of a Hinge couple. # Storyline - 00:00–00:02 The ad opens with a close up of a couple embracing and a woman speaking, indicating that the friends were already asking "what the f*ck?" - 00:04–00:06 Following this, the man in the couple asks if they are sure that they want to go to Cuba for three weeks, and the woman confirms. - 00:07–00:14 The woman states that the fact that they felt so safe with each other there, was already significant for the relationship they now share.

# Ad summary This ad for the dating app Hinge shows a real couple discussing their first date, in order to prompt app users to make their own connections on the platform. # Brand positioning Hinge is presented as a dating app focused on building meaningful connections that lead to real-life relationships. The ad promotes the app as a place where people can find partners with whom they can share authentic experiences and feel comfortable being themselves. The brand emphasizes genuine interactions over superficial engagements, aiming to create a space where individuals can develop deep, lasting bonds. The brand embraces vulnerability, comfort, and shared experiences. It positions itself away from hookup culture by showcasing a couple reflecting on the early stages of a committed relationship, highlighting the potential for long-term connection and intimacy. The brand seeks to occupy a space in the consumer's mind as a platform to facilitate not just dates, but the start of genuine, fulfilling relationships. # Product Hinge is presented as a dating app designed to help people find meaningful relationships. The ad features a real couple reflecting on their first date, implicitly positioning Hinge as a platform that facilitates genuine connections leading to lasting relationships. The couple shares specific details about their first encounter, reinforcing the idea that Hinge is a place to find someone with whom you can share authentic experiences. The product allows users to connect with people who share similar interests and values, as shown through the couple's shared enjoyment of art and dancing. The ad subtly addresses the barrier of feeling self-conscious or uncomfortable on first dates by highlighting the couple's ability to be themselves and enjoy each other's company. Ultimately, the ad tells viewers that Hinge is worth trying if they seek authentic connections and fulfilling relationships. # Visual style The ad has a natural and intimate aesthetic, combining close-up shots of the couple with snippets of their shared experiences. The editing style includes quick cuts between different moments in their relationship, creating a dynamic and engaging feel. The production quality is a hybrid of polished commercial and UGC, giving the ad a sense of authenticity. The pacing is moderate, with cuts timed to the rhythm of the music, enhancing the emotional impact of the visuals. There is also a vintage, nostalgic feel to the piece. # Hooks Spoken: 00:00–00:02 Woman: Sie hatte vorgeschlagen, dass wir zusammen Museum am Roten Baum in Hamburg gehen. Visual: 00:00–00:01 Close-up shot of a woman's face in profile. She has fair skin, blonde hair, and light eyelashes. The background is a plain white wall, softly lit. The camera is stationary. / 00:01–00:01 Close-up shot of a man's face in profile. He has dark hair, stubble, and a small mole on his cheek. The background is a plain white wall, similarly lit to the previous shot. The camera is stationary. / 00:01–00:02 Quick flash of a hand-drawn sketch of two round objects on a plate. Above the plate, the words "EVERYTHING WE ATE IN" are written in a blocky, sans-serif font. The drawing appears to be on a textured, aged surface. # Funnel stage Middle of funnel (Consideration) # Pain points Feeling self-conscious or uncomfortable on first dates. The couple notes that they were able to be themselves and enjoy each other's company. # Value propositions - The app facilitates genuine connections leading to lasting relationships. # Benefits - Find meaningful relationships. - Share authentic experiences with a partner. - Feel comfortable being yourself. # Features - Dating App - Connects People # Call to action None used. # Social proof - "Sie hatte vorgeschlagen, dass wir zusammen Museum am Roten Baum in Hamburg gehen." - "Mit ihm kann ich jetzt tanzen, ohne dass ich mich blöd fühlen muss." - "Und das war wirklich ein sehr gutes erstes Date." # Point of view - Customer 100% – The ad is told from the perspective of a couple who met on the dating app and are discussing their positive experiences, providing a first-hand account. # Storyline - 00:00–00:01 The ad opens with close-up shots of a young woman's face, focusing on her eyes and nose, setting an intimate and personal tone. - 00:01–00:01 Following the woman's face, the next shot features the same close-up angle on a young man's face, his nose and mouth. - 00:01–00:02 A quick drawing with the text "EVERYTHING WE ATE IN ONE DAY" is displayed, indicating a reference to a shared meal or experience. - 00:03–00:05 The camera focuses on the woman's face as she nestles against the man's face, suggesting a close and loving relationship. - 00:05–00:06 The camera focuses on the woman's face as she smiles, implying happiness and contentment. - 00:06–00:08 The man is shown smiling directly at the camera, reinforcing the sense of joy and connection. - 00:08–00:08 The man is shown using a camera, suggesting shared interests and creative activities. - 00:08–00:09 The camera focuses on the man's face as he smiles, confirming a positive emotional state. - 00:09–00:11 The camera focuses on the woman's face as she looks up slightly. - 00:11–00:12 The couple stands in front of a building with blue windows, looking down as they touch heads, suggesting intimacy and affection. - 00:12–00:13 They kiss, solidifying the romantic nature of their relationship. - 00:13–00:14 The couple is shown sitting side by side, smiling.

# Ad summary This ad for Hinge features a couple recounting their first date, which involved fishing. The woman shares that she caught two fish that were bigger than the ones her partner caught. The ad is part of Hinge's "Souvenirs d'Amour" series. # Brand positioning Hinge is presented as a dating app that facilitates meaningful connections, leading to memorable real-life experiences. The brand aligns with values of authenticity and shared experiences, moving away from superficial interactions. The brand positioning is emotional, focusing on creating lasting memories and genuine relationships. # Product Hinge is a dating app designed to help people find meaningful relationships. The ad showcases how the app facilitates real-life connections and shared experiences, as highlighted by the couple's fishing date. The app aims to address the barrier of superficial interactions by focusing on compatibility and shared interests, leading to more authentic and memorable dates. # Visual style The ad has a casual, UGC-style aesthetic with natural lighting and simple editing. The production quality is polished but maintains a relatable feel, supporting the intended tone of authenticity and shared experiences. The pacing is moderate, with cuts timed to the dialogue. # Hooks Spoken: 00:00–00:02 Female 1: Bah, pour m'apprendre la pêche, il a été hyper pédagogue. Text overlay: 00:02–00:04 LOUANE & LEOPOLD, ont matché en août 2024. Visual: 00:00–00:02 A young man and woman are sitting on a couch in front of a white curtain. The man is wearing a white t-shirt and a dark blue denim jacket. The woman is wearing a green sweater and a silver necklace. They are holding hands and looking at each other, smiling. / 00:02–00:03 A man in a dark coat walks down the street. The camera is shaky and the shot is blurry. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that superficial interactions and difficulty in finding genuine connections are common frustrations in the dating world. The couple's story suggests that Hinge offers a solution to these issues by facilitating more meaningful and memorable dates. # Value propositions - The app helps create lasting memories through shared experiences. - The app facilitates meaningful connections, leading to authentic relationships. # Benefits - Meaningful connections - Memorable shared experiences # Features - Dating app that facilitates matches - App led to a real-life fishing date # Call to action None used. # Social proof - The ad features a real couple, Louane and Leopold, sharing their positive experience using the app. Their story serves as a testimonial, demonstrating the app's ability to facilitate meaningful connections and memorable dates. # Point of view - Customer 100% – The ad is told from the perspective of a couple sharing their positive experience using the dating app. # Storyline - 00:00–00:02 00:00–00:02 The woman recounts that her partner was very helpful in teaching her how to fish. This sets the stage for a positive experience facilitated by the relationship. - 00:03–00:04 00:03–00:04 Text overlay introduces the couple, Louane and Leopold, and mentions they matched in August 2024. This provides context and establishes the timeline of their relationship. - 00:04–00:06 00:04–00:06 The woman shares that she caught two fish that weekend. This highlights a successful and memorable shared activity. - 00:06–00:07 00:06–00:07 The man confirms they were pike. This adds detail to the type of fish caught, enhancing the authenticity of the story. - 00:07–00:09 00:07–00:09 The woman adds that her fish were bigger than the ones her partner caught. This introduces a playful competitive element to their shared experience. - 00:09–00:12 00:09–00:12 The woman holds up a fish, confirming the story. This visual evidence reinforces the authenticity of the testimonial. - 00:12–00:16 00:12–00:16 The Hinge logo appears with the title "Souvenirs d'Amour." This frames the couple's story as a cherished memory made possible by the app.