Hinge Releases “No Ordinary Love” Dating Anthology

Hinge, the “dating app designed to be deleted”, has recently begun its No Ordinary Love campaign by creating a love story anthology based on six real Hinge couples.

In collaboration with contemporary literary figures, Hinge has produced an anthology of love stories inspired by these couples, aiming to resonate with younger audiences who value authenticity and meaningful connections. 

The anthology will be available online and as a limited-edition print zine in New York and London. Unlike most of Hinge’s humorous or blunt ad campaigns, No Ordinary Love is driven more by emotion.

Hinge’s Chief Marketing Officer, Jackie Jantos, explains that the campaign’s focus on authentic storytelling aligns with the platform’s broader mission to celebrate the unique ways people connect on Hinge. Available both online and in a print zine, the campaign is meant to appeal to the BookTok and BookStagram audiences more directly.

By focusing on storytelling and long-format content, Hinge aims to appeal to a generation that values depth and sincerity in their romantic pursuits. This has become a growing audience in recent years, with more and more users preferring to avoid hookups in favor of seeking long-term friendships and relationships.

Given that Hinge’s marketing is focused on helping users meet a match at all costs, No Ordinary Love is just another step in that direction. It reframes success stories into something with broader appeal, rather than just being another testimonial on the app’s website.