HINGE leveraging the power of social

About a decade back, Indian diaspora was still struggling with the thought of finding their soul mate online. Even though the rise of matrimonial sites tried changing the scenario but it still involved awkward meetings with the stranger and families who have never met. The recent growth in economy and the influx of the digital culture has evolved the younger generation to meet the people of their own interest online.

Hinge recently formed a partnership with Elle for its Most Eligible Campaign. Speaking about the same, Samir Kapadia, India Head, Hinge said, “The ‘Hinge’s Most Eligible’ campaign, in association with ELLE magazine, will involve a roll-out of the most eligible young professionals in Mumbai every few weeks on Elle.in/Hinge. The people will be ascertained based on profession, passion, accomplishments, and an algorithm that determines the most desirable in the network based on ‘swipe-right’ rate. Also, readers logging in online will have the chance to take compatibility quizzes on our microsite to see if they can potentially get along with a sampling of the city's best. The campaign will culminate in a complete Most Eligible list to be released at the end of September.”

Fueled by the country’s burgeoning class of urban digital youth and carried out by the advent of smartphones, mobile dating is gaining momentum. Discussing the research that was conducted before entering the Indian market, Kapadia states, “India is a country of diversified cultures that have evolved over the course of time.  While the current trend of traditional marriage is on decline, both ‘love’ and ‘planned’ marriages are on the rise. Gone are the days of meeting someone through traditional matrimonial websites or blind dates for one reason: they lack the power of ‘social.’”

New generations of daters are looking forward to making meaningful matches through locational and extended social networks, like in the case of Hinge.  Elaborating further, he says, “These apps help users connect with people on the basis of defined parameters linked with their social connections and tendencies. Users are two times as likely to admire someone if they are socially connected to them. In the case of Hinge, this credibility leads to comfort, which expedites and enhances relationship potential. Given the rise in both love and planned marriages, that’s a powerful dynamic that app developers around the world are trying to harness as they enter the space of technology and dating.”

With the aim of reaching out to the young professionals who are ambitious and have strong social networks, they intend on rolling out a number of compatibility quizzes on Elle.These will involve showcasing a few of the most eligible and asking readers to take short quizzes to see whether they would get along with someone from that profession. The first profession they are launching is acting.

The idea behind launching this campaign is essentially to highlight the profile of users on the app, to establish what sets Hinge apart from all the other dating and networking apps available in the market. Speaking about the expectations from the campaign, he says, “We hope to highlight some of the city's most eligible singles across industries. We also want to highlight the type of people on Hinge. 99% of our users globally are college educated and work in professions like banking, fashion, consulting, and other industries.”

The app which is available on the iOS and android is currently focusing on core markets like Mumbai. He says, “We do not see any immediate need to localize, as we're finding users to appreciate the global experience more than the domestic apps.”

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