The relationship app created custom Snapchat geofilters for single people at weddings as part of a recent campaign.
Launched on 22nd and 23rd July, the filters featured a blue table located at the bottom left hand corner of the screen that said “The Singles Table” followed by the phrase “Where’s my date, Hinge?”.
The Snapchat filters were to encourage single people to meet each other at weddings they were attending.
And according to a new AdWeek article, having rolled out the filters for 25 weddings in eight US states, over 1,500 people saw the filters at the celebrations.
In addition to this, 10% used them for their own photos, which were then seen by a further 5,000 people.
This in turn generated an uptick in downloads, and a 60% increase compared to the hour before the filters were activated.
Hinge’s VP of Marketing, Olivia Abramowitz told AdWeek: “We knew that these weddings would likely have couple filters.
“So we wanted to sneak in the singles, since some people might feel like it’s more appropriate or relevant to them than the one that was designed for the wedding.”
Snapchat’s geofilter advertising option was released in May alongside World Lenses and Audience Lenses.
The Smart Geofilters allow brands to create their own geofilters that overlay on images and videos taken on the app.
When they were released, Snapchat said 80% of users had used a geofilter at a restaurant, 66% at a mall and 49% at an airport.
Hinge were so impressed with the Snapchat campaign’s results that Abramowitz even said Facebook would no longer be a signature part of their budget or strategy in the future.
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