Challenge

Hinge came to Small Girls PR as a little-known, local DC startup with the hopes of rolling out nationally and achieving recognition as a main competitor to Tinder. Because Hinge was only live in DC upon the start of the campaign, Small Girls PR had to develop a strategy to effectively launch new markets, while continuing overall growth and recognition in the crowded online dating space. In addition to generating buzz and brand awareness, Small Girls PR aimed to drive app downloads. 

Strategy

Small Girls PR maximized top-tier press for local market launches including New York, Boston, San Francisco, Chicago, Atlanta and more, driving local user sign-ups. The SGPR team utilized strong media relationships & creative exploration into Hinge's data to land national top-tier media placements. By focusing on Hinge’s unique backend matching algorithm, the team’s diverse backgrounds, and the bounty of data available to us, we were able to position the app as a competitive and effective player in the social networking space. Combining available stats, compelling data narratives, case studies, announcements, and the app as a whole, Small Girls PR developed a campaign which resulted in consistent top-tier media coverage week after week.

Success

Successfully positioned Hinge as a main player in the dating app space- even eventually prompting inbound media requests from publications such as The New York Times and TIME Magazine and securing both in print. While Hinge was only live in a half-dozen markets, Small Girls PR succeeded in positioning Hinge as a direct competitor to Tinder. Over the course of 10 months, Small Girls PR secured about 100 placements totaling in over 311.68M UMV as well as broadcast segments on stations such as CNN, ABC, and Bloomberg Television. Secured coverage in "wishlist" outlets from the client ranging from women's interest such as Cosmopolitan & Bustle to men's such as BroBible & AskMen to entertainment with E! Online and business media such as Fox Business & Business Insider. Local print coverage such as New York Post as well as national syndicates such as Associated Press were par for the course. Online tech placements attracted investor attention for further rounds and included: TechCrunch, The Verge, VentureBeat, and The Next Web, to name a few.