Hinge NFAQ
80% of LGBTQIA+ daters on Hinge told us they couldn’t find the resources/advice they needed. The resulting in-app feature and platform, Not-so Frequently Asked Questions (NFAQ), pairs questions submitted by daters with perspectives from inspiring queer voices edited by us. We spread the word with organic posts, sponsored editorial, international OOH, including turning a train station into an NFAQ museum. With new questions added throughout the year, NFAQ was one of the most fulfilling projects I’ve ever worked on.
🖤 60%+ increase in dates among U.S. LGBTQIA+ users
👀 Over 30 million #HingeNFAQ views on TikTok
📈 7% lift in registrations at launch
“For us as queer people, sometimes these apps are not often made in a way that we communicate and find our partners. I’m really happy to see things like NFAQ come to life because it helps to create real conversations about real subjects that we are actually curious about.”
“I’ll level with you: I’m on Hinge. As someone who is not part of NFAQ target demographic, I’m enjoying that there is still plenty of information in NFAQ for me to learn from.”
“Dear Black kid, No matter if you’re straight, cis, trans, queer. No matter if you show up in a suit & tie or wearing a bonnet, hoodie, or skully. You are enough. Anything is possible. I can attest to that. Signed, A durag totin therapist who landed their first billboard.”
CREDITS
In house @ Hinge:
Executive Creative Director - Ola Sobiecki
Art Director — Rach Newman
Sr. Brand Designer — Matt Jensen
Creative Operations — Matty Yu
Producer — Jiro Kohl
Director of Brand Strategy — Nico Klocanas
Director of Brand Communications — Jarryd Boyd
In partnership with:
Studio Dawn:Day:Dusk, SSS, Stink Studios, XXIX, Sanctuary Computer, DLA Films, COUNSEL, Thirteenth, Lindsay Perryman, Grace Ahlbom, Sonia Broman, Ada Navares, + all of our talent