Contributed by: kellyseal Monday, February 24 2020 @ 09:55 am
OkCupid launched a new provocative ad campaign called “Ask Yourself,” which focuses on questions that can serve as deal-breakers to younger daters. The campaign doesn’t shy away from getting political, since the majority of its customers are most interested in partners that align with them politically.
The campaign includes illustrated outdoor posters that feature the most popular topics discussed among OkCupid users. For example one poster states: “It’s OK not to date a man who won’t vote for a woman” and “It’s OK to choose to only date someone who’s pro-choice.” It also features animations and a series of polls for Instagram stories, gauging people’s opinions on a wide range of topics from light to serious - such as thoughts on body hair, climate change, and Trump’s impeachment.
To create an eye-catching visual for the campaign, OkCupid hired artist Xaviera Lopez to design looping animations to bring these questions to life. This is the first global marketing campaign the company has launched. It also follows the app’s highly successful cheeky “DTF” campaign.
According to the company’s press release[*1] , it assessed over 7 billion responses to 4,500 questions given to OkCupid users worldwide to come up with their top concerns and deal-breakers.
The biggest trend OkCupid noticed was their users’ engagement in politics, and how different opinions can be a deal-breaker for many. In fact, the number of daters on OkCupid who said they enjoy discussing politics increased over 150% in 2019 compared to 2016. There were 38 million answers for political questions over the app, the number one category, followed by music at 20 million, and travel at 11 million.
Some of the most popular questions included:
"What our data shows is that younger daters in particular care deeply about some of the biggest issues of today, and they don't want this disconnected from their dating experience," said Melissa Hobley, Global Chief Marketing Officer at OkCupid.
“Ask Yourself” launched in January, beginning in New York and rolling out to other cities over the next several months. For more on this dating service you can read our OkCupid review.