Hinge

To address the male loneliness epidemic and challenge stereotypes surrounding male vulnerability, Hinge partnered with HUNTER to expand it's One More Hour initiative beyond dating and encourage meaningful, real-world friendships among Gen Z men. Through How We Friend, a creator-led campaign rooted in original research, expert insights, and authentic storytelling, Hinge highlighted the small, everyday moments that strengthen male friendships. Hinge partnered NBA star Jared McClain and his best friend, Nate Thai, to showcase the humor, vulnerability, and genuine connection of male relationships, sparking a broader cultural conversation about fostering friendship. HUNTER strategically launched the campaign by providing interview access to sports and culture news outlets that drive syndication coverage in male-focused outlets and social platforms, as well as arranged for interviews on platforms like podcasts, Substacks, TikTok, Instagram & Reddit. Leveraging McCain's relevance and the brand's research-backed insights, HUNTER secured top-tier earned media coverage that positioned Hinge at the center of a timely conversation about male loneliness while reinforcing the brand’s commitment to fostering connections beyond dating.