Dating app shows support for the LGBTQ+ community
In the late 1980’s an estimated 200 lesbian bars existed in the U.S., but now only 21 remain. As these cultural institutions and safe spaces for members of the LGBTQ+ community close their doors at an alarming rate, The Lesbian Bar Project, launched last year, was created to celebrate the bars that remain and offer crucial support during the pandemic. As The Lesbian Bar Project’s latest crowdfunding campaign came to an end in July, we helped our client, Hinge, step in to provide much-needed additional support while furthering their mission of creating an inclusive world where everyone can find love.
In the campaign, Hinge educated its U.S. users on the importance of LGBTQIA establishments through emails and in-app notifications and encouraged them to send a Rose – a premium like on the app – on Sunday, August 8, as all net proceeds from the U.S. sales of Roses on that day would be gifted to The Lesbian Bar Project to be distributed to the bars most in need of financial support. These efforts exceeded the campaign fundraising goal of $50,000, while earning 16 unique media placements, including Hypebae, AdWeek and Out Traveler, and 146 syndicated placements with 135MM+ impressions.
Hinge is the dating app that is ‘Designed to be Deleted,’ aiming to facilitate great dates that allow users to connect in real life and foster meaningful relationships rather than endlessly matching in the app. So, in addition to raising funds and creating awareness for the need to save lesbian bars for Hinge users, as part of the campaign, Hinge sent kits to the participating lesbian bars to help daters get to know each other better through interactive experiences curated by Hinge, including Prompts, throughout the spaces that are proven to spark great conversation.
Our team helped develop and execute the overall concept for this activation, including creative strategy, partnership management, and design of the branded Hinge lesbian bar kits.