Hinge x Ryan Llyod Haynes
Overview
As part of Hinge’s One More Hour initiative, Hinge wanted to encourage people to invest more time in real-life relationships and help create a less lonely world. The campaign explored how making consistent time for friendship can create stronger connections, particularly among men.
Ryan brought the One More Hour message to life through a combination of social content and recurring monthly gatherings with his community. Rather than creating a one-off branded activation, the partnership became an ongoing space where friends could reconnect, while welcoming new faces into the community.
At the heart of the gatherings was a simple idea: friendship takes work. By creating regular opportunities to show up, talk, spend time together and meet new people, Ryan demonstrated how consistency can turn individual interactions into meaningful friendships.
The social content captured these moments authentically through Ryan’s own voice and community, giving Hinge a natural role in a wider conversation around male friendship, connection and belonging.
Details
✦Monthly friendship gatherings established as an ongoing community format
✦ New and existing members brought together through recurring events
✦ Hinge’s One More Hour message translated into a real-world community experience
✦ Created an authentic platform for conversation around male friendship and loneliness
The activation further positioned Lydia as an expert voice within the sustainable bridal and creative upcycling space, connecting her expertise with Pinterest’s growing influence in wedding trends