Connecting with Gen Z has become the holy grail for marketers today. As I’ve observed brands struggle to capture this elusive demographic, Hinge’s approach under Jackie Jantos offers valuable insights into when to refresh existing campaigns versus starting from scratch.
The dating app landscape is fiercely competitive, yet Hinge has managed to carve out a distinct position by understanding that Gen Z demands authenticity above all else. This generation has grown up with advertising constantly surrounding them, making them exceptionally skilled at detecting when brands are being disingenuous.
The Evolution vs. Revolution Dilemma
One of the most challenging decisions marketers face is determining when to evolve an existing campaign and when to start fresh. Jantos suggests that this decision should be driven by data and audience feedback rather than simply chasing trends.
When a campaign has built strong recognition but needs refreshing, a “second chapter” approach makes sense. This strategy allows brands to maintain the equity they’ve built while updating elements to stay relevant. However, if the campaign isn’t resonating with Gen Z at all, starting anew is the better path.
The key is knowing when your message still has legs versus when it’s time to walk away completely.
What Gen Z Actually Wants
My analysis of Jantos’ approach reveals several critical factors for connecting with Gen Z:
- Authenticity: Gen Z can spot manufactured authenticity from miles away
- Purpose: They expect brands to stand for something beyond profit
- Participation: They want to engage with brands, not just consume content
- Visual distinction: Your brand needs to stand out in crowded social feeds
These principles guide whether a campaign deserves continuation or needs replacement. When Hinge evaluates campaign performance, they look beyond simple metrics to understand emotional connection and cultural relevance.
The Second Chapter Approach
Creating a successful “second chapter” requires maintaining core elements that worked while refreshing others. This balance is difficult but essential. The original campaign’s DNA must remain intact while new elements keep it feeling current.
For brands considering this approach, I recommend asking these questions:
- What elements of our campaign have built the strongest recognition?
- Which aspects feel dated or are no longer resonating?
- How can we maintain consistency while introducing fresh perspectives?
- Does our current approach align with Gen Z values and communication styles?
The answers will guide whether evolution or revolution is needed. Sometimes the best approach is a hybrid – keeping campaign architecture while completely refreshing creative execution.
When to Start Fresh
Starting from scratch makes sense when your campaign fundamentally misses the mark with Gen Z. No amount of tweaking can save a campaign built on outdated assumptions about this generation. Signs that indicate the need for a complete reset include declining engagement metrics, negative sentiment, and failure to drive desired actions.
Fresh campaigns allow brands to realign with current cultural moments and communication styles. They provide the opportunity to rebuild based on new insights rather than trying to retrofit old ideas.
The dating app market provides a perfect case study. Apps that continued pushing traditional dating narratives have lost ground to those like Hinge that recognized Gen Z’s different approach to relationships and dating.
Finding Your Brand’s Voice
Whether evolving or starting fresh, finding an authentic voice that resonates with Gen Z remains the core challenge. This generation values brands that speak to them as equals and acknowledge their reality.
The most successful campaigns don’t just speak to Gen Z – they create space for this generation to participate in the conversation. This collaborative approach builds deeper connections than traditional top-down marketing ever could.
As marketers, we need to recognize when our campaigns have run their course. Sometimes the bravest decision is to let go of what worked before and embrace something new that speaks to today’s audience. The insights from Hinge’s approach remind us that marketing to Gen Z requires both strategic thinking and creative courage.
