Hinge x Ryan Lloyd Haynes
Overview
As part of its One More Hour initiative, Hinge wanted to encourage people to invest more time in real-life relationships and help create a less lonely world.
As the founder of Run With Purpose, a community-led run club creating opportunities for people to connect through movement and shared experiences, Ryan already understood the importance of building relationships beyond the screen. Through his content, he also uses honest, personal storytelling to open up conversations around masculinity, vulnerability and belonging, making him a compelling voice for a campaign addressing loneliness.
The partnership reflected a shared belief in the importance of relationships beyond romantic connections. Together, they brought the One More Hour message to life, encouraging men to make time for friendship and invest in the relationships that help them feel connected.
Ryan brought the One More Hour message to life through a combination of social content and recurring monthly gatherings with the men in his life. 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.
Details
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.
Ryan's social content captured these moments authentically, bringing the campaign's message to life through his own voice and community. It gave Hinge a meaningful role in a wider conversation around male friendship, connection and belonging.
The Results
✦ 8+ people in attendance at each gathering
✦ Both videos reached 15K views within 7 days
✦ Almost 3M views following paid distribution