Launching Children Make Time To Date campaign
Hinge believes that everyone looking for love should be able to find it, but in a recent study, they discovered that more than half of singles with children and nearly 75% of LGBTQ+ single parents struggle to find time to go on dates.
So, in the lead up to Valentine’s Day, Hinge partnered with singer-songwriter, member of the LGBTQ+ community, and mother, Soko, to give out $100 childcare stipends to their single parent users (up to $25,000), along with encouragement for them to take some time for themselves to be more active in the dating world.
The campaign came to life through Hinge’s app where daters with children were notified of the opportunity, as well as on social media where Soko took to Instagram to raise awareness for the campaign and share her perspective on motherhood and dating. In conjunction with the child care stipend, Hinge also released a user survey identifying the top 10 dating cities for singles with children and LGBTQ+ singles with children to further encourage people in those areas to look for a relationship.
This activation helped Hinge achieve its primary goal of brand awareness through earned media with 11 national placements in outlets ranging from Fox Business and iHeart Radio to Hypebae and Essence, as well as 80+ local placements spanning the United States.
As part of our ongoing work with Hinge, we helped develop the overall campaign concept and facilitated the child care stipend fulfillment, working closely with Hinge to craft the campaign across multiple touchpoints.