OkCupid's DTF Campaign Reclaims the Suggestive Acronym
Ellen Smith — January 3, 2018 — Marketing
OkCupid's 'DTF' ads are reclaiming the once suggestive acronym and replacing it with phrases that go hand-in-hand with long-term relationships, such as "down to flea market" or "down to fall head over heels."
The provocative ads are accompanied by visually striking photographs, which contain underlying political messages, such as the legalization of marijuana, and the prominence of same-sex and interracial couples. In an interview with AdFreak, OkCupid's CMO Melissa Hobley said that “I also love the political executions because it speaks to how OkCupid is one of the only places where folks can connect on politics and the issues that matter to them."
These ads hope to express that online dating can lead to more than casual hookups, with the tagline for the campaign being “Dating deserves better.”
The provocative ads are accompanied by visually striking photographs, which contain underlying political messages, such as the legalization of marijuana, and the prominence of same-sex and interracial couples. In an interview with AdFreak, OkCupid's CMO Melissa Hobley said that “I also love the political executions because it speaks to how OkCupid is one of the only places where folks can connect on politics and the issues that matter to them."
These ads hope to express that online dating can lead to more than casual hookups, with the tagline for the campaign being “Dating deserves better.”
Trend Themes
1. Reclaiming Acronyms - Companies can create disruptive innovation opportunities by reclaiming once-suggestive acronyms and using them in a new, positive way.
2. Politically Charged Advertising - Incorporating political messages into advertising can be a disruptive innovation opportunity to engage with socially conscious consumers.
3. Promoting Long-term Relationships - By promoting the idea of online dating leading to long-term relationships, companies can tap into the growing demand for meaningful connections.
Industry Implications
1. Online Dating Services - Reimagining the online dating experience to focus on long-term relationships can disrupt the traditional casual hookup culture.
2. Advertising and Marketing - Utilizing politically charged advertising campaigns can disrupt the industry by connecting with consumers who align with specific social and political issues.
3. Social Media Platforms - Social media platforms can take on a disruptive innovation opportunity by providing spaces for users to connect and discuss political topics, bringing like-minded individuals together.
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