Objectives

• Drive cultural conversations through localized campaign statements derived from OkCupid’s famous in-app matching questions 

• Become more culturally relevant through partnerships with local artists and influencers

• Showcase success stories in new markets to educate people on OkCupid’s platform, build credibility for the brand, and integrate all these components into the localized campaign 

• Increase registrations across markets

Strategy and Execution

From the product to marketing campaigns, OkCupid always creates a localized, personalized experience for its daters around the world. OkCupid has thousands of in-app questions that drive our algorithm in matching people on what matters to them, with tailored questions in over 30 markets. And the brand used insights from these question responses to learn what’s most important to daters around the world. 

In January, OkCupid launched its first international campaign, beginning in North America. The “Ask Yourself” ad campaign highlighted the most important issues to young daters, and encouraged singles to define what matters most to them when it comes to relationships. This summer, the brand extended the campaign across Europe and the Middle East, launching “Ask Yourself” in Germany and Israel. 

To bring the campaign to life in Israel, OkCupid partnered with Israeli artist Idan Barzilay to create mesmerizing, looping animations that bring its iconic match-making questions to life through provocative statements relevant to Israeli society. These animations are visual representations of how OkCupid questions connect like-minded people. Beginning in July, "Ask Yourself" rolled out across the most prominent digital and social platforms, including partnerships with leading local personalities Shirley Levy and Melech Zilbershlag as well as a video with Mako’s Hayisraeliyot star Renny Grinshpan. The brand also made its first international television appearance in Israel, with the campaign featured in advertising spots on prime time. The campaign creative also reflected some of the most trending topics in Israeli society, with a focus on the most-answered OkCupid questions, as well as statements derived from them. The brand also created an original song with Noi Eisen (whose career started on the reality show The Voice, and who comes from a family of famous musicians), that was used in all marketing materials and helped OkCupid become more recognizable among Israelis. 

In Germany, OkCupid partnered with Viktoria Cichon, an illustrator hand-lettering artist based in Berlin, to bring the campaign to life visually. Besides the visual component of the illustrations brought to life by Viktoria, OkCupid also tapped local poetry slammers: Fee Brembeck, Jule Weber and Friedrich Herrmann. The poets then transformed OkCupid’s provocative campaign statements into poems, and allowed the brand to tap into the market’s local love languages.

And during a period of increased uncertainty, the brand set out to support local artists and companies with these launches in each market, using love as a unifier across regions.. OkCupid has always believed it’s ok to love all over the world, regardless of cultural differences.

Results

Israel

• Overall

  • 13% overall increase in registrations month-over-month (up 14% for women specifically)

    • Reached our goal of increasing new registrations

  • 58% increase registrations for gay men after running our Pride ad

    • Reached our goal of targeting and engaging with new demographics

  • 21% decrease in Cost Per Registration

  • We also saw a 14% increase in MoM in revenue

    • Surpassed our revenue goal

• Digital Partnerships

• Spotify

  • 259K individuals reached

• Survivor Partnership

• Feature stories in AT Magazine and ICE

Germany

• 9% overall increase in new registrations week-over-week (up 20% for women specifically)

• 71% decrease in Cost Per Registration

• Feature story in W&V (Werben & Verkaufen)

Media