How do you advertise a new age, self aware and woke dating app that celebrates love, the uniqueness that every individual has and is obsessed with inclusivity? Specially in a country that pre-dominantly looks at online dating as a taboo? Well, that's exactly the challenge that came with Ok-Cupid.
Bringing out what matters the most was the focus for its on-going content. Simple yet smart copies clubbed with quirky imagery to enhance the message - Celebrate your quirks.
Building on the buzz, right from topicals to trending formats - it was all about keeping up with trends while losing the pretence.
#LoveAtFirstPride - Being a brand that promotes inclusivity, we decided to run a campaign for OkCupid that narrates and celebrates the journey of thousands of individuals from the LGBTQA+ community. The idea? It was the year after Supreme Court of India legalised Same Sex relationships, a first in its own way. We started off with a series of pre-buzz posts that struck the right note..
Launching into the celebrations with a social first - lead film, which reflected the joy of being free and authentic without holding back because of the society. New age stories, for the new India. Check it out here.
World Emoji Day - A picture is worth a thousand words, but emojis probably are worth more (hey, Social Media agrees - i don't make the rules!)
Check out this suuuper fun post that brought out the genius within everyone - now that's real engagement.
Brand Campaign - #FindMyKind
The Idea - In a world that constantly takes every opportunity to validate your opinions with their perceptions don't let it their views get to your mind. Its your life, your choices and your time, therefore when looking to find love, its always YOUR KIND that matters the most.
Execution - Indian society is full of its quirks, why not use it to make the messaging work? A series of post that help define the messaging #FindMyKind and set the base for the launch of a Brand Film that is launched on all social media channels and pushed through various ATL mediums simultaneously to gain maximum engagement from the audience.
Check it out here.
While you're at it, don't forget the check the comment section, it is one of most fun comments section to say the least.
Taking the conversation further, it was about time that we started talking about the problems a young adult faces in our society. But not in a way where they are looked down upon, instead we chose to tickle the funny bone instead. Talk about problems and one thing that shines through them all is the classic Indian Matrimony adverts, well here's what we thought we'd do with them.
It was time to inspire the world to Find their Kind, and if internet has taught us anything, its when looking to inspire, rely on memes - and hence, we did -
Using templates from the main film and re-iterating them for the feed.
They say chivalry is dead, we say its redefined and hence it brought us to the last campaign of our - International Mens Day - #NiceIsNormal
A digital first campaign, aimed to normalise being nice and not to be treated as a special trait. To kickstart the conversation we started by asking users thought being a nice guy is -
As we got the comments pouring in, each explaining their version of being nice, we insinuated how it might just be something that needs to be normalised - check all of them here.
Initiating a conversation that they could reflect upon later, we summed it up a day before mens day and launched the #NiceIsNormal - (check out the entire post here, don't forget to read the comments.
On the International Mens Day - this is how decided to sum things up - making a statement about individual behaviour and expectations, resonating with the brand value.
The best thing about digital marketing, specially social media marketing while with all its challenges offers a great chance for brands to communicate with their consumers directly. And it's safe to say if you can't get away without the right brand voice - aka - ORM. Be it the captions or the responses in the comments and DM's, they had to be on point. The case was no different when it came to OkCupid. Well, our audience was young, so we decided to have fun, let me say a lot of fun - here are a few samples below :
Like what you see? Head onto OkCupid India and see what else was done for their feed - between 2nd May - 31st December 2019.
