After speaking to young daters, it was clear that while they utilized online dating apps, the experience of using an online dating app left a lot to be desired. Built around a hook-up-first-ask-questions-later mechanic, these apps offered up dating that was big on physical intimacy but short on substance. The OkCupid experience, on the other hand, was designed to allow potential daters the chance to find out as much as possible about their match, showcasing who they are as a person and not a pretty face. Championing this form of deeper dating, we created a campaign that subverted one of the popular modern dating acronym “DTF” (Down To Fuck). Switching up that last F, we showcased the depth users’ profiles while taking a not-too-subtle stab at the competitive “hook-up first, questions later” apps that dominate the market.

We set out to turn Okcupid user profile information such as an interest in pottery or politics – essentially the “substance” of a person into something desirable, fun and sexy. By combining bold typography with the colorful, playful photography of Maurizio Cattelan and Pierpaolo Ferrari (Toiletpaper) we achieved a campaign that can’t be ignored.

Considering the fact, that dating has simply become un-fun, the photography and childlike duo-tone primary colors bring the joy back to dating – and support our new tagline ‘dating deserves better.’

In its deliberate layout “DTF” is meant to grab people’s attention leading them to initially believe we are pro DownToFuck. Using typography that subverts the “F” at a 90-degree angle we achieve an element of surprise and delight.

With 17 unique ads spread across media, the effect was a mind-catching campaign that solidified OKcupid’s brand position as an app that stands for dating with substance.

In 10 weeks, the targeted campaign boosted every major kpi. We saw serious increases across all key brand health metrics, including a whopping 30% growth in the brand’s social audience as well as an 25% increase in revenue due to new users. The campaign has also made a real impact in cultural conversation, receiving extensive coverage from major news outlets and groups like the ACLU and Planned Parenthood, which has resulted in 1 billion earned media impressions (2.5x paid impressions,)