![]() She commissioned the STUDIO to tell a story of a disillusioned dater in a freakish landscape of dating games. After surviving The One Nighter, Catch-a-Catfish and Date-Em-All, our dater finds a doorway to Hinge and an implied relationship. Katie’s strategy: create something notable enough to be newsworthy. Marketing dollars were scarce - media dollars non-existent. Katie Hunt, who drove the early strategy of Warby Parker, was bought in as consultant. Could Hinge reposition itself as the Relationship app and reach an even more ambitious goal: shifting from being a free app to a $7 monthly subscription model. The article accelerated their decision to rebrand and re-launch as an antidote to swiping. Hinge, a second-tier competitor to Tinder, had reached a plateau in users following the swiping model. In 2015, Vanity Fair published “ Tinder and the Dawn of the Dating Apocalypse” describing the aimless culture of swiping apps.
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