Not-So Frequently Asked Questions

Overview

Hinge came to Stink Studios with what many would consider a ‘campaign’ ask – only thing being, campaigns are finite in their existence, relevance, and reach. Instead, what we partnered to build together was a platform that the brand would take forward indefinitely. This initiative, dubbed NFAQ, featured advice from a range of voices in the LGBTQIA+ community in relation to questions that weren’t talked about enough in the dating world.

Production Process

As of late, it’s common to partner with client teams composed of creative leaders, strategists, designers, and writers with a strong command of the brand’s ethos & identity.

This partnership proved to be just that; the Hinge team approached us with a strong conceptual & visual platform and a need to bring it further to life in both digital and physical spaces. Alongside Hinge, Stink helped refine the design system and adapt it further for the platform’s different touchpoints: a microsite, motion graphics, as well as a breadth of OOH placements.

In collaborating with global influencer marketing agency Digital Voices, our collective teams arranged a group of six individuals influential in the LGBTQIA+ space to address various questions that resonated with their personal experiences. These answers were delivered in text via the NFAQ microsite & OOH, as well as in self-shot video via Instagram & TikTok.

Results

The impetus for this platform was supported by Hinge’s finding: 80% of LGBTQIA+ users on Hinge reported struggling to find helpful dating resources.

After one week post-launch, the hinge.nfaq.co microsite reached 46K+ visits and a combined 1.12M video views across influencer content on TikTok and Instagram.