Hinge
Service
Consumer PR
Industry
Consumer Tech, Lifestyle
(Overview)
Hinge is the dating app designed to be deleted. It actively supports LGBTQIA+ daters, with community designed features that include gender options, pronoun selection and an LGBTQ+ education guide. In 2023 the company launched a first-of-its-kind NFAQ resource (Not-so-Frequently Asked Questions) - a forum where queer daters ask questions and find answers from trusted and influential queer voices. The guide covers useful, but often difficult to ask topics including how to course correct if you’ve misgendered someone while flirting, how demisexual people can set sexual expectations, how to affirm your gender in the early stages of dating, and how to navigate dating when you’re not quite ready to come out. R. Agency, Hinge’s retained European agency, delivered the campaign to UK press, with a clear focus on queer media.
(Project Details)
Given the sensitivity and breadth of the content in the report, R. Agency negotiated an exclusive for launch to ensure that the content was covered in depth and sensitively. R. Agency selected Pink News, the UK’s top queer outlet, for the global exclusive, bolstering the report with commentary from Dr Darien Sutton, ABC News medical contributor, queer voice and Hinge success story. Once the exclusive ran, R. Agency went further into queer and queer advocate media offering additional NFAQ voices for commentary; Sapph-Let book club founder Nina Haines, and author Jen Winston. R. Agency also pitched Hinge’s Love and Connections Expert, Moe Ari Brown, to provide commentary on the ‘three ways bisexual people can combat their queer imposter syndrome’.
Hinge is the dating app designed to be deleted. It actively supports LGBTQIA+ daters, with community-designed features that include gender options, pronoun selection and an LGBTQ+ education guide. In 2023 the company launched a first-of-its-kind NFAQ resource (Not-so-Frequently Asked Questions) - a forum where queer daters ask questions and find answers from trusted and influential queer voices. The guide covers useful, but often difficult-to-ask topics, including how to course correct if you’ve misgendered someone while flirting, how demisexual people can set sexual expectations, how to affirm your gender in the early stages of dating, and how to navigate dating when you’re not quite ready to come out. R. Agency, Hinge’s retained European agency, delivered the campaign to UK press, with a clear focus on queer media.
Results
R. Agency secured Hinge-in-the-headline coverage in every UK queer title, as well as Dazed, Mashable and more. Since launch, #HingeNSFAQ has garnered over 29 million views on TikTok.
