The Challenge: Create a fashion line for a social media app (Hinge) and a social-first campaign for it.
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The Insight: In order to start relationships, you need to start conversations.
The Idea: Hinge, a dating app determined to make long-lasting matches, will partner with Madewell to create a line of clothing worth talking about.
Made to Match
THE SET UP
Hinge sets itself apart in the dating app world with its mission for people to find long-term, authentic relationships (its tagline affirms that it's "an app made to be deleted").
It also sets itself apart in the way it goes about finding them—specifically, the prompts it asks users to fill out. Hinge wants to get more people off apps and into real-life conversations. What better way than with the prompts it's known for?
We'll start things off with an executive tweet from Hinge's founder, announcing the partnership and brand.
INFLUENCER:
DENISE MERCEDES
Next we'll have our influencer come in and
show off this new fashion line.
Fashion influencer and founder of #stylenotsize, Denise seeks to include all body types in fashion. She does this mostly through TikToks with her best friend, showcasing the same outfits on their different bodies. The videos are always simple, fun, and easily consumed.
Denise will kick off the campaign with
TikToks of her trying on the HingexMadewell clothes, and at the same time answering Hinge prompts and challenging others to do the same.
And to earn a chance to have your wedding hosted by Hinge x Madewell, you can send your Hinge love story in through the hashtag #MadeToMatch.
THE PROMPTS
Hinge is based off of the unique prompts it asks people to answer. Here's what they look like:
And here's how we'll incorporate the line into the app: Each prompt is integrated into a piece of clothing, which is available to purchase.
THE LINE
If the goal is to get folks talking to one another, then let's put some questions front and center.
These are the clothes themselves, created using the specific elements of Hinge's design.
THE WEDDING (BUT MAKE IT FASHION)
When better to meet some chatty singles than at a wedding?
Couples who found their partners on Hinge, and who are planning on getting married, can submit their love story to Hinge, along with the prompt that got them interested in their partner.
Hinge will pick one winner, and they'll have their wedding hosted by Hinge x Madewell, and the reception guests will be dressed in the new line. And the "fashion show" will be a mix of professional photography and UGC.
THE LOOKBOOK
The collaboration will publish a lookbook to go along with the new line, and it will delve deeper into the reasons behind the clothes, the prompts, and why the two brands themselves are #MadeToMatch.
