Hinge Brings “No Ordinary Love” Campaign to Audio Format

Hinge is taking its “No Ordinary Love” campaign into audio as the dating app looks for new ways to connect with Gen Z audiences.

Now in its third year, the campaign features real-life stories from couples who met on Hinge. Previous editions have used formats including physical books, zines and a newsletter. For 2026, Hinge is adding an audiobook, marking the first time the campaign has used the format.

The audiobook is available through platforms including Spotify and Libby and features stories from writers including Hunter Harris and Rufi Thorpe. The stories focus on the value of expressing feelings early in the dating process, drawing in part on findings from Hinge’s 2025 Gen Z D.A.T.E. Report, which highlighted concerns around rejection and judgment among younger singles.

Tamika Young, Hinge’s chief marketing and communications officer, said the audio format provides more room for deeper and more emotional storytelling. The real-life couples featured in the campaign have also recorded voiceovers for social media content and will provide epilogues for the audiobook stories.

The campaign is being supported by Hinge’s first audio advertisements, alongside out-of-home advertising in New York and London. The company is also distributing related content across TikTok and Instagram.

Despite the shift into audio, Hinge has retained the written element of the campaign. Stories will continue to appear on the brand’s Substack, following engagement with last year’s posts. According to Young, comments and interaction around the stories indicated that the format continued to resonate with both Hinge users and the wider Substack community.

The audiobook is part of a broader move by Hinge toward more experimental storytelling formats. Earlier this year, the company ran its “Can’t Believe We Met on Hinge” campaign in movie theaters, using video stories about couples who met through the platform. While that approach was limited to specific places with high volumes of immediate audiences to target, this audiobook format allows the real couples’ stories to be more widely accessible – and provides audio-only advertising that could theoretically be used for audio-only platforms such as podcast networks.