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Dating apps and websites are entering the print and digital advertising arena. All of them have the same concept: to show that people are out there to make meaningful connections in a time where everything seems divisive. With most ads from Tinder and eHarmony.
Feb 14, 2018 OkCupid’s ‘DTF’ ad campaign draws criticism. A conservative advocacy group is not down with dating website OkCupid’s new “DTF” ad campaign. The group, CitizenGo, has launched a. Oct 02, 2020 When asked why OkCupid decided to launch its first-ever marketing campaign in this fashion, Hobley had this to say: ‘‘DTF’ down to f. is a derogatory label that, historically, men used to talk to other men about women. Women weren’t part of the label and we wanted to flip that.”. One dating site, OkCupid, is trying to reclaim one of the more sexualized terms/acronyms — DTF — and reinvent it for the better. In a recent OkCupid poll, 60 percent of users — and almost 80.
Dtf Meaning Okcupid Slang
OkCupid is DTF, but not like that.
The dating site rethinks that blunt old acronym, originally meaning “down to fuck,” by making it the centerpiece of a new campaign from Wieden + Kennedy New York—with the F word replaced by dozens of enlightened alternatives, leading to phrases like “down to feel fabulous,” “down to forget our baggage” and “down to fight about the president.”
The point being: Dating can and should be about more than hookups. The tagline is, “Dating deserves better.”
The headlines are matched with fun, brightly colored photographs. Several of the ads also have a political message, adding to the already provocative use of “DTF” as a theme. It’s a highly artistic campaign, too—W+K worked with artist Maurizio Cattelan and photographer Pierpaolo Ferrari, the creators of Toilet Paper magazine, on the ads.
The campaign marks the latest attack on dating culture, which has come to seem dehumanized in the binary, swipe-left-or-right age of Tinder. (Other dating apps, including Hinge, have also based recent ads around fostering deeper connections between users.)
OkCupid CMO Melissa Hobley tells AdFreak that the new campaign signals the brand’s commitment to being focused on substance and depth, while also reflecting the issues and passions that people care about.
“In the current political and social climate, we felt a responsibility and saw an opportunity to play a part in changing the conversation about dating culture and empowering each individual to reclaim the meaning of DTF and make it theirs,” she says.
OkCupid aims to achieve substance and depth through the app’s features. It asks users more than a dozen questions while setting up a profile and recently launched OkCupid Discovery, which lets users search by passions and interests. It aims to achieve relevance through the brand voice, having found traction by leaning into politics over the past year—including adding a “Trump Filter” to its list of questions.
“The response to this blew us away, and most importantly, signaled how important it was for people to be able to talk politics in dating,” Hobley says. “We do this better than anyone, and regularly add political questions into the OkCupid experience.”
The focus on politics is readily apparent in several of the new ads. They are aimed at anyone who wants to bring their full selves to dating. But Hobley says they may resonate especially with women, who are “aware that the phrase DTF was used historically in a negative way. There’s power in taking that back and making it yours.”
In terms of craft, the W+K creatives said the campaign is meant to feel playful and positive, as a counterpoint to where so much of the dating scene is headed.
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“We set out to really explore what happened to chivalry and courtship and how modern-day dating seemed to be on a bad trajectory,” says copywriter Ian Hart. “When we say dating deserves better, what we’re really saying is people who date deserve better. Because I mean, they really do. Modern dating treats emotions like a disposable commodity. Anyone who’s been single knows this. It’s an aspiration to treating people like people.”
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Author: Tim Nudd
Posted: 03/01/18
OkCupid wishes singles to know that its users are escort services in Henderson DTF, although not when you look at the means you may think.
The app that is dating unveiling its first-ever marketing push this week with a multitude of out-of-home posters and electronic articles that provide brand brand new meaning towards the acronym. Instead of “down to fuck,” OkCupid is changing the F with clever – and much more family-friendly – terms like “fifty-five-hour binge,” “filter out the far right” and “forget our luggage.”
Launching in Portland, ny and Austin, the campaign is component of OkCupid’s effort to position the application as you that will help you discover a relationship, not only a hookup.
“What OkCupid has been doing is basically slim to the indisputable fact that you’re a lot more than an image,” said chief that is okCupid officer Melissa Hobley. “We’ve invested an amount that is significant of and cash to help make the item really mirror that.”
Throughout the year that is past OkCupid has made an amount of modifications to your software to simply help it better mirror its “more substance than selfie” mantra. Last thirty days, it rolled out an element called Discovery that lets users seek out individuals via provided passions and interests.
The brand name additionally recently announced that users will soon be expected to utilize real names in place of goofy usernames like DaddyzPrincess29 inside their pages, a move that received swift backlash from users who choose the privacy that OkCupid offers. The software quickly taken care of immediately critique by saying that users don’t want to use their “real/legal” name within their pages, but can’t usage numbers or symbols either.
Because the 13-year-old dating platform is designed to modernize it self to better compete with all the loves of Tinder and Bumble, Hobley stated introducing the campaign in the beginning of January is practical since here tends to become a “really big uptake in dating app behavior” within the year that is new.
“The time was suitable for OkCupid to introduce a campaign we want people to think about that,” she said because we have done so much exciting work in terms of the experience, and.
This move by OkCupid comes at any given time whenever its dating app competitors like Bumble, continue steadily to diversify their providing. Bumble no further markets it self entirely as being an app that is dating however now includes features such as for instance Bumble Date and Bumble Bizz, advertising the application’s usage the type of who aren’t seeking to date. More over, the software that encourages ladies to really make the very first move, has further underlined its feminist beginnings by featuring ladies like Serena Williams and Priyanka Chopra Jonas with its advertising promotions.
Dtf Meaning Okcupid Dictionary
Regardless of the strong advertisement promotions from Tinder, Bumble and OkCupid, we have seen Hinge will not bow to force. Branding itself while the “ad that is built to be deleted”, the business’s CEO Justin Mcleod recently unveiled that the brand name would not be releasing any advertising promotions as: “then you may need individuals to spend plenty of the time on your own platform to make sure you have lots of advertisement impressions, and then we’re looking to get one to invest less time within the application. in the event that you operate adverts,”
Dtf Meaning Okcupid Dictionary
Developed by Wieden + Kennedy, the campaign’s imagery shall show up on billboards, coach wraps, and coffee sleeves along with digital and social. The photography when it comes to campaign was shot by musicians Maurizio Cattelan and Pierpaolo Ferrari.
Dtf Meaning Dating
The option to make use of the expression “DTF” into the campaign is certainly one that Hobley said stemmed from the numerous crucial moments that ladies have seen within the year that is past such as the Women’s March and #MeToo motion. By firmly taking a phrase this is certainly commonly used by males in a way that is demeaning changing it to at least one that may suggest any such thing, Hobley is hoping the campaign’s message will resonate with ladies.
“When you subvert or change this is of a phrase that most frequently can be used in a sense that is derogatory you variety of get back the power,” she said. “We noticed it whatever they want to buy to be. that people could just take this expression and let individuals make”