Dtf Okcupid
As one of the early online dating sites, 14-year-old OkCupid has worked to make sure its message and attitude don’t become — pardon the pun — “dated.”
Jan 07, 2013 We made OkCupid the champion of dating with depth, while also reflecting the issues and passions that our audience cares about, by creating a campaign that subverted a popular modern dating acronym “DTF.”. While in popular parlance that 'F' cuts to one very specific chase, we used the F and the phrase to showcase the personality of dating. Oct 02, 2020 DTF was the solution OkCupid decided that it wanted its users to be DTF, but not in the way you might imagine. Led by the brand’s chief marketing officer Melissa Hobley and partnered with creative partner Wieden+Kennedy, the dating app’s first-ever campaign ‘DTF’ kicked off with a barrage of posters and social media posts that gave new. OkCupid is the dating app that shows who you really are, beyond just a photo. You have stories to tell, and passions to share, and things to talk about that are more interesting than the weather. You might be DTFarmer’s Market on the weekends and DTFight about the President after a particularly cringe-worthy tweet. Aug 06, 2018 An ad campaign that hit D.C.’s Metro trains and stations is hoping that you’re DTF. Online dating site OkCupid is trying to reclaim the acronym, which typically stands for “Down To Fuck.
Earlier this year, OkCupid began running its “DTF” campaign, primarily in urban areas populated by Millennials in cities such as New York, Austin, and Portland, Ore.
While DTF otherwise stands for a crude term directed toward women who happen to be sexually active, OkCupid CMO Melissa Hobley told an audience at XO Group’s XOFoundHERS speaker series that the brand sought to redefine the term to “mean whatever the ‘F’ you want.” Examples include “Down To Fire up the kiln,” “Down To Fight about the President,” and “Down To Fall head of over heels.”
Over the past few months, the out-of-home campaign, created by Wieden + Kennedy NY, has generated 50 percent more social media chatter, which in turn, has boosted signups (though the company won’t say how much specifically), and allowed the brand to compete with native-app upstarts like Tinder.
More recently, OkCupid has partnered with Yelp on the Daters’ Choice Awards, which involves users’ selecting the best spots to meet in eight cities as well as noting the kind of locations they like to connect at (e.g., OkCupid users go on 50k coffee and drink dates every week).
GeoMarketing: How have you been evaluating the success of the out-of-home DTF campaign?
Melissa Hobley: There are a lot of KPIs for us. One of the most important is social chatter. We saw a 50 percent lift in discussion of OkCupid, which is really big for us. We had it on Q1 in New York and in a few cities at first. It proved so popular, we turned it back on for roughly 12 more weeks. After seeing the momentum, we decided to continue it through late June, July, in other cities. It’ll be on a few months.
Are the DTF ads generally the same across the country?
We tailored it in a few markets. We try to tweak it and target it for local areas. But mostly, you’ll see some of the same stuff. For example, “Down To Fall head over heels” works in every city. “Down To Finish my novel” works in every city because that is a fairly universal desire in metro areas. So we’ll do something specific to certain areas, like “Down To Food Truck” works in Austin.
This campaign depends on being highly visual. But we were wondering how OkCupid’s marketing might translate to emerging channels like voice activation. Have you been thinking about a voice strategy?
That’s a really good question, and I can sat at this stage, we’re still figuring it out. The opportunity is there, clearly. People go into their dating apps so many times a day, more than any other app, for many people. How do we make it intimate and mindful, but also easy? Voice offers an extra opportunity to expand the ways people connect with the app. So, we’re certainly looking at all opportunities on how to use voice activation and looking the kinds of partners we’d like to explore it with.
You’ve recently partnered with Yelp on the Daters’ Choice Awards. Do you ever partner with local venues like restaurants?
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We don’t do meet-ups. But when someone’s having an event that feels interesting, and it’s about making people feel affirmed, inclusive, connected, all with substance, then we love to get involved. We don’t do a huge amount of event marketing because we actually have a lean team. Plus, dating is more about one-on-one instead of a group. But we’re always looking for ways to promote the brand and the ideas that OkCupid embodies.
Tinder recently began testing the use of location data to help create matches among its users. Does OkCupid use location data for those kinds of purposes?
Currently no. As I’ve said, we’re always looking at the next way to connect people. But we’re very careful about the use of location data in that kind of way. Naturally, dating apps are a geo-business. If you walk in and the bar’s empty, you’re gonna leave really quickly. So, for dating apps, location matters in terms of the marketing since you want to market where there’s a large audience clustered.
OkCupid wants singles to know that its users are DTF, but not in the way you might think.
The dating app is unveiling its first-ever marketing push this week with a slew of out-of-home posters and digital posts that give new meaning to the acronym. Instead of “down to fuck,” OkCupid is replacing the F with clever - and more family-friendly - terms like “fifty-five-hour binge,” “filter out the far right” and “forget our baggage.”
Launching in Portland, New York and Austin, the campaign is part of OkCupid’s effort to position the app as one that can help you find a relationship, not just a hookup.
Dtf Okcupid
“What OkCupid has done is essentially lean into the idea that you’re more than a picture,” said OkCupid chief marketing officer Melissa Hobley. “We’ve invested a significant amount of time and money to make the product really reflect that.”
Over the past year, OkCupid has made a number of changes to the app to help it better mirror its “more substance than selfie” mantra. Last month, it rolled out a feature called Discovery that lets users search for people via shared interests and passions.
The brand also recently announced that users will be asked to use actual names rather than goofy usernames like DaddyzPrincess29 in their profiles, a move that received swift backlash from users who prefer the anonymity that OkCupid offers. The app quickly responded to criticism by stating that users don’t need to use their “real/legal” name in their profiles, but can’t use numbers or symbols either.
As the 13-year-old dating platform aims to modernize itself to better compete with the likes of Tinder and Bumble, Hobley said launching the campaign at the start of January makes sense since there tends to be a “really big uptake in dating app behavior” in the new year.
“The time was right for OkCupid to launch a campaign because we have done so much exciting work in terms of the experience, and we want people to think about that,” she said.
This move by OkCupid comes at a time when its dating app rivals like Bumble, continue to diversify their offering. Bumble no longer markets itself solely as a dating app, but now includes features such as Bumble Date and Bumble Bizz, promoting the app's use among those who are not looking to date. Moreover, the app that encourages women to make the first move, has further underlined its feminist beginnings by featuring women like Serena Williams and Priyanka Chopra Jonas in its ad campaigns.
Despite the strong ad campaigns from Tinder, Bumble and OkCupid, we have seen Hinge refuse to bow to pressure. Branding itself as the 'ad that is designed to be deleted', the company's CEO Justin Mcleod recently revealed that the brand would not be launching any ad campaigns as: 'If you run ads, then you need people to spend a lot of time on your platform so that you get a lot of ad impressions, and we're trying to get you to spend less time in the app.'
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Created by Wieden + Kennedy, the campaign’s imagery will appear on billboards, bus wraps, and coffee sleeves in addition to digital and social. The photography for the campaign was shot by artists Maurizio Cattelan and Pierpaolo Ferrari.
The choice to use the phrase “DTF” in the campaign is one that Hobley said stemmed from the many pivotal moments that women have experienced over the past year, like the Women’s March and #MeToo movement. By taking a term that is commonly used by men in a demeaning way and changing it to one that can mean anything, Hobley is hoping the campaign’s message will resonate with women.
“When you subvert or change the meaning of a phrase that most often is used in a derogatory sense, you kind of take back the power,” she said. “We realized that we could take this phrase and let people make it what they want it to be.”
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