Gain Fireworks
How do you get people to crave a product they don’t even know they need?
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
People love fresh-smelling laundry—it’s more than just clean clothes, it’s a whole mood booster. But here’s the issue: most people don’t know that scent boosters exist 🤯. They’re using detergent alone, not realizing that the scent fades after the drying cycle 🚫. That’s where Gain Fireworks comes in—giving laundry an extra boost of long-lasting, irresistible scent.
THE CHALLENGE
Not everyone knows about scent boosters 🤷🏽♀️. People don’t realize that Gain Fireworks can make their favorite scent last way longer ⏳Our job? Get them to notice, pick up, and experience Gain Beads—turning every detergent trip into a Gain Beads trip 🛒.
THE STRATEGIC APPROACH
I turned to social listening to understand scent lovers and the Gainiacs—the people who are already obsessed with Gain Fireworks 💚. The biggest truth? When people smell Gain Fireworks, they love it so much they completely forget how to act. Some even buy it as a treat for themselves.
This insight led to a clear strategy: Put Gain Fireworks at the center of the story—whether by showing off its maraca-like shake 🥁 or emphasizing its irresistible scent 🌬️. The goal? Make people realize that detergent alone isn’t enough—they need Gain Beads to elevate their laundry experience.
THE RESULTS
The brief was all about amplifying the love for scent and showing how Gain Fireworks takes it to the next level 🚀. It gave creatives the perfect foundation to highlight the fun, over-the-top reactions people have when they smell Gain Beads. The clients were excited to push scent boosters harder, leading to a bigger campaign effort to get more people running to the store to grab Gain Fireworks 🏃♂️🔥.