Bote
How can Hinge rise above the crowded dating app market and stand out for real connections?
THE SITUATION
This wasn’t just a project—it was my capstone, the final challenge of my college years 🎓. And what better topic than dating?
Let’s be real—dating apps are everywhere. There’s an app for casual hookups, an app for serious relationships, an app for niche communities… and people just download them all. The problem? Choice fatigue. With so many options, dating apps start to blend together, making it hard for any one platform to truly stand out.
Enter Hinge. Unlike swipe-heavy apps, Hinge is all about “Designed to be deleted”—but how can they get more people to see them as the go-to app for finding real love? That’s exactly what I set out to uncover.
THE CHALLENGE
The dating app market is oversaturated, so Hinge needed a game plan to rise above the noise 🔊. My mission? Develop a full-scale marketing strategy to position Hinge as the top dating app for people looking for something real ❤️.
THE SITUATION
The outdoor recreation industry? It’s a jungle. Every brand is shouting about gear, specs, and performance. But BOTE? They’re different. Less about selling a product, more about selling a way of life. Their brand is built on culture, adventure, and the idea that the great outdoors isn’t just a destination—it’s an experience.
This time, BOTE was launching "The Last Cowboy", a collection inspired by American Dreamers—the kind of people who put in the work before sunrise and find their freedom under the stars. They needed more than just another product push. They needed a campaign that captured the soul of this collection.
THE CHALLENGE
Raise awareness for "The Last Cowboy" through an outdoor campaign that tells a story as rugged and real as the people it’s made for.
THE STRATEGIC APPROACH
We started with the 4C’s framework, digging into the culture of outdoor recreation, the shifting definition of work-life balance, and the motivations of those drawn to the wild.
From this, we built our ideal consumer: Luke. A hardworking provider, grinding through the day but longing for balance—seeking not just an escape, but a way to reconnect with what truly matters.
Our insight?
💡 You’ll never be fully satisfied by work until you’re satisfied by life.
This led to our strategy: Your Nature is Balance.
A reminder that nature isn’t just a place—it’s a necessity. It’s where we recalibrate, recharge, and return to ourselves.
CREATIVE SOLUTIONS
ESCAPE TO THE WILD
We brought the concept to life through a multi-layered campaign designed to meet our audience where they are:
🎥 30-second video – A cinematic social media spot capturing the raw beauty of van life, the freedom of open roads, and the balance found in the wilderness.
🏕️ Retail partnerships – Expanding reach through key recreation retailers, ensuring "The Last Cowboy" collection met adventure-seekers in their element.
📲 Influencer marketing – Leveraging the power of rugged, off-the-grid creators who live and breathe the van life ethos.
The result? A campaign that didn’t just sell a collection—it told a story. One that called out to every dreamer who’s ever craved a little more sky in their life. 🌄