OkCupid offers new meaning to the expression DTF in dating app’s first-ever campaign

OkCupid offers new meaning to the expression DTF in dating app’s first-ever campaign

OkCupid wishes singles to know that its users are DTF, although not into the method you may think.

The app that is dating unveiling its first-ever marketing push this week with a slew of out-of-home posters and electronic articles giving new meaning into the acronym. Instead of “down to fuck,” OkCupid is changing the F with clever – and much more family-friendly – terms like “fifty-five-hour binge,” “filter out the far right” and “forget our luggage.”

Launching in Portland, ny and Austin, the campaign is component of OkCupid’s effort to put the software as you which will help a relationship is found by you, not merely a hookup.

“What OkCupid has been doing is basically slim to the indisputable fact that you’re a lot thick booty escort chicago more than a image,” said OkCupid chief marketing officer Melissa Hobley. “We’ve invested an amount that is significant of and cash to really make the item actually mirror that.”

Within the year that is past OkCupid has made a number of modifications towards the application to assist it better mirror its “more substance than selfie” mantra.

final thirty days, it rolled down an element called Discovery that lets users look for individuals via provided interests and interests.

The brand name additionally recently announced that users should be expected to make use of real names in place of goofy usernames like DaddyzPrincess29 inside their pages, a move that received quick backlash from users whom choose the privacy that OkCupid offers. The software quickly taken care of immediately critique by saying that users don’t want to utilize their name that is“real/legal” in pages, but can’t usage numbers or symbols either.

While the 13-year-old relationship platform is designed to modernize it self to better compete with all the loves of Tinder and Bumble, Hobley stated releasing the campaign at the beginning of January is sensible since here tends to be a “really big uptake in dating app behavior” within the year that is new.

“The time was suitable for OkCupid to introduce a campaign because we now have done plenty exciting work with regards to the ability, and then we want individuals to think of that,” she said.

This move by OkCupid comes at the same time whenever its dating app competitors like Bumble, continue steadily to diversify their providing. Bumble not any longer markets it self solely being an app that is dating however now includes features such as for instance Bumble Date and Bumble Bizz, marketing the app’s usage those types of who aren’t seeking to date. Moreover, the application that encourages ladies to really make the very first move, has further underlined its feminist beginnings by featuring ladies like Serena Williams and Priyanka Chopra Jonas in its advertisement promotions.

Regardless of the strong advertising promotions from Tinder, Bumble and OkCupid, we now have seen Hinge will not bow to stress. Branding it self once the “ad this is certainly made to be deleted”, the business’s CEO Justin Mcleod recently unveiled that the brand wouldn’t be introducing any advertising promotions as: “If you operate advertisements, you will need individuals to fork out a lot of the time on your own platform so you have plenty of advertising impressions, so we’re looking to get you to definitely invest a shorter time within the app.”

Produced by Wieden + Kennedy, the campaign’s imagery will show up on billboards, coach wraps, and coffee sleeves as well as digital and social.

The photography for the campaign ended up being shot by designers Maurizio Cattelan and Pierpaolo Ferrari.

The option to utilize the phrase “DTF” when you look at the campaign is one that Hobley said stemmed from the numerous crucial moments that ladies have observed throughout the year that is past such as the Women’s March and #MeToo motion. If you take a term this is certainly widely used by guys in a demeaning way and changing it to a single that will mean any such thing, Hobley is hoping the campaign’s message will resonate with females.

“When you subvert or alter this is of the expression that many frequently is employed in a derogatory feeling, you sort of restore the power,” she said. “We understood it whatever they need it become. that individuals could just take this phrase and let individuals make”

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