OkCupid’s return with Wieden + Kennedy’s Brian Ritter

 
Headshot 2.jpg

Brian Ritter

Connect with the strategist:
Twitter / LinkedIn

This is a conversation about the rebirth of OKCupid. The brand had lost its connection to younger daters. Tinder had captured the imagination of millions, but, over time, Tinder fatigue had set in, providing the cultural opportunity for OKCupid’s return as "the antidote to superficiality." 

 

Creative work

Strategic Summary

Insight

For those in search of genuine connection, dating apps have increasingly been distracting them from what they really want.


GET:

Young city-based women frustrated with dating apps that offer endless, superficial options


TO:

See OkCupid as the antidote to superficiality

BY:

Showing them that a focus on what makes people interesting can make dating fun again

Previous
Previous

Coca-Cola with Laura Visco and Armando Potter of 72andSunny, Amsterdam

Next
Next

Volvo cars with Sophia Lindholm and Daniel Sjostrand of Forsman and Bodenfors