Hinge's “No Ordinary Love” campaign features an 80-page zine of modern romance stories by contemporary authors, showcasing couples who met on the app. The printed zine reflects the resurgence of romance literature and trends on BookTok. Hinge aims to encourage in-person interactions rather than app engagement, setting itself apart from competitors.

Stanley, a well-established brand known for its insulated tumblers, is actively engaging with Gen Z consumers through innovative marketing strategies. The brand has seen significant success in digital engagement, particularly with trends like the "pack my Stanley with me" on TikTok, where users creatively personalize their tumblers. However, to deepen emotional connections with this demographic, Stanley has launched a college campus tour called the Stanley Studio H2O, which includes in-person activations at 13 universities across the country. This initiative offers students free engraving with product purchases and aims to create memorable experiences that resonate with their daily lives. Graham Nearn, the Chief Brand Officer at Stanley, emphasizes the importance of connecting with Gen Z in their college environment, a pivotal time in their lives. The campaign's goals include fostering loyalty and ensuring that Stanley becomes a part of students' lives, not just during their college years but beyond. The brand's approach involves a multi-faceted strategy that includes a student ambassador program, partnerships with NIL athletes, a mobile pop-up tour, and a proprietary campus media platform to gather consumer insights. The ambassador program features 60 students who organize events and create content, enhancing brand visibility and engagement on campuses. Additionally, Stanley recognizes the significance of sports and fitness in college culture, collaborating with athletes to promote its products. The mobile pop-up tour allows students to interact with the brand directly, while the campus media platform facilitates giveaways and surveys to better understand consumer preferences. Stanley is also committed to sustainability, aiming to use over 50% recycled stainless steel in its products by 2025, with expectations to exceed that target. The brand collaborates with Water for People, a nonprofit focused on global water access, to align its initiatives with Gen Z's values regarding environmental responsibility. Partnerships with other brands, such as the recent collaboration with Barbie, are carefully chosen to reflect shared values of authenticity and empowerment. These collaborations enhance brand relevance and allow consumers to engage with both brands in meaningful ways. Overall, Stanley's marketing efforts are centered on authenticity, product innovation, and cultural relevance, ensuring that the brand remains a vital part of consumers' lifestyles. By focusing on emotional connections and sustainability, Stanley aims to resonate with Gen Z and build lasting relationships that extend beyond college.