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Dating app downloads tend to increase during wedding season, and Hinge is taking full advantage of that opportunity.

The app’s most recent marketing effort involved the launch of Snapchat geofilters at 25 weddings across eight different U.S. states. The filters specifically target the singles’ table at each wedding.

In order to plan and execute this effort effectively, Hinge sent a survey out to its users to determine if they were planning to attend upcoming weddings.

Hinge saw a 60% increase in downloads during the hour the filters were active, compared to the hour before.  It’s safe to say the effort was a success, based on the increase in downloads and number of views the filter received. Most importantly, the concept was crafted on solid data and understanding of its target’s mindset and behavior.