CAMPAIGN US – Jan 29 – "DTF is a derogatory label that, historically, men used to talk to other men about women," said Melissa Hobley, OkCupid's CMO. "Women weren't part of the label and we wanted to flip that." The DTF campaign launched 12 months ago. It was an instant hit. With a simple-yet-punchy play on words, the brand took control of the phrase and gave it countless new meanings. The 2018 campaign boosted social mentions of OkCupid by 50% and resonated with young women and members of the LGBTQ community. A new installment, developed by Wieden+Kennedy as well as artist and author duo Maurizio Cattelan and Pierpaolo Ferrari, has been rolling out across Washington D.C. and San Francisco this month with geo-targeted phrases like "DTFree Speech", "DTFinish a Mission Burrito" and "DTFisherman's Wharf." In February, the campaign will return to New York City.
Category: OkCupid
People Are Starting to Prioritize Politics Over Sex in Online Dating
HUFFINGTON POST – Jan 24 – OkCupid says its users are increasingly ruling out anyone with opposing political views. The overall number of women prioritizing politics over sex doubled from 2016 to 2018, and the percentage increased from 27% to 42% across the country. Over the same period, the app has seen a 1,000% increase in political terms on people's profiles.
Who Got the Most News Coverage in 2018?
OPW – Jan 13 – Every day we review the news and bubble up what we think are summaries of the most important intell in the most important news items. All year, every day. Then in January we like to do an annual review of the news and let you know who got the most coverage on OPW.news for the prior year. Subscribe here for daily updates.
Here's the rankings for who got the most press coverage on OPW.news in 2018.
- Tinder, 182 posts on OPW.news
- Bumble, 116 posts
- Match Group, 105 posts
- Facebook Dating, 58 posts
- Grindr, 40 posts
- Badoo, 33 posts
- eharmony, 33 posts
- Match, 29 posts
- OKCupid, 28 posts
- Hinge, 24 posts
The Rise of Right-wing Dating Apps
VOX.COM – Dec 26 – In recent years, a crop of conservative dating startups have launched. Some, like Righter and Conservatives Only, are only for conservatives. Others, like Donald Daters claim they're open to people of all political stripes who are interested in dating Republicans. Bumble has recently introduced a "filtering" feature that lets people weed out matches who don't meet their political, astrological, or lifestyle preferences. Emily Moreno, the founder of Donald Daters, said she once had a date walk out on her after she said she had worked on a Republican Senate campaign. Earlier this year, Politico magazine documented the dating trials of millennial Trump staffers, many of whom claimed that supporting the president makes them outcasts – even in Washington, DC. A 2017 survey by OkCupid found that 74% of its users considered voting for Trump a deal breaker. Donald Daters launched in October and claimed 20K downloads in the first few weeks after launch. Righter takes a different approach than Donald Daters. Righter is "for us, by us," founder Christy Edwards Lawton said. "Us," of course, means conservatives. Lawton said she got the idea for Righter after meeting a "beautiful" woman at a Republican fundraiser in Manhattan whose politics interfered with her dating life.
by Gaby Del Valle
See full article at Vox.com
Mark Brooks: The CEO of eHarmony talked to this point at Web Summit. See video.
See all posts on Righter See all posts on OkCupid
See all posts on Donald Daters See all posts on Bumble
Tinder’s New Ad Campaign Doesn’t Want Users to Find Someone
by Lisa Bonos
See full article at Washington Post
The Subtle Way Dating Apps Reinforce Our Racial Biases
How Two Young Creatives Hope To Merge Dating And Voting To Get People Paired Up At The Polls
ADWEEK – Oct 27 – Your Voting Date is side project from two young McCann New York creatives, Kyle Harrison and Ezequiel Consoli. The Instagram-driven effort asks voters to find a date for Nov. 6 so that they can hit the polls together. The idea has found fans in a few different brands and organizations, including dating app OkCupid, which will be cosponsoring a "DTFind Your Voting Date" networking event from 5:30 to 8 p.m. on Nov. 1 at 684 Broadway in New York. Other sponsors include gender-free retailer and community center The Phluid Project and and Callen-Lorde Community Health Center.
OkCupid: Millennials Say Personal Politics Can Make Or Break A Relationship
USA TODAY – Oct 17 – New data from OkCupid shows politics is playing an increasingly important role in dating. 85% of millennial men and women said voting was "extremely or very important" to them. Melissa Hobley, CMO at OkCupid, said the data reflects a growing trend among millennial users: voting with your dating app. Hobley said that since President Donald Trump's inauguration, OkCupid has seen a "massive spike" in political terms on user profiles. The data show that politics is the "dealbreaker or dealmaker" for many OkCupid users, Hobley said. In many cases, respondents said they would not date someone who didn't share their political beliefs. 73% of millennial women and 56% of millennial men said they would prefer a partner who votes for the same party they do. 75% of women said they wouldn't date someone who didn't support the #MeToo movement, and 46% wouldn't date a nonvoter. However, 77% of men said they'd date someone who didn't vote.
OkCupid Doesn’t Mind Bringing Politics Into Dating
CHEDDAR.TV – Sep 25 – OkCupid CMO Melissa Hobley said the company added a question about the #MeToo movement to its questionnaire.
OkCupid Becomes First Dating App To Launch Pronoun Feature
