Graf, which Hinge marketing VP Olivia Abramowitz had worked with at a previous job. To execute on this new vision, they partnered with Barton F. 'At the beginning it was about being against swipe culture and gamification and superficiality, and as we start to grow we want to shift messaging toward what we’re about rather than what we’re not-rapport, being real and vulnerable,' said McLeod. Every feature in the new iteration focuses on meaningful engagement: there are no swipes, liking a profile requires responding to a specific element of a user’s bio, and free accounts get just ten likes a day.

The billboards and phone booth banners follow a relaunch late last year that cut Hinge staff by a third and rebuilt the app from scratch to move away from competitors. 'Up until this point our growth has been organic, through word-of-mouth, so this is our first step out into a marketing campaign.' 'We’re trying to capture the people who are graduating from swiping service to look for a relationship, who know that means putting yourself out there and being more real and vulnerable,' said founder and CEO Justin McLeod.

'Let’s Be Real' lands in NYC with a handful of out-of-home placements that ask viewers to reflect on what makes a good date-and how Hinge’s unique approach to matching might create the authentic connection users crave. Hinge, which arrived in 2013 and at first connected people through mutual Facebook friends, launched a new campaign this week aimed at weary survivors of the swipe-ocalypse. There are too many options, but not enough connections. Low-effort apps make it easier, but not necessarily better: if all you have to do is swipe, it takes an exhausting amount of time to foster authenticity.

Hinge dating app sucks