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