OKCUPID DTF

The ‘Dating Deserves Better’ campaign subverted the acronym, “DTF”. By redefining the “F” in a meaningful and substantive way, the campaign showcases the positive side of online dating depicted through bold, fun and irreverent imagery. The campaign led to 30% growth in the brand’s social audience, a 25% increase in new users and had 1 billion earned media impressions.