OkCupid has publish the ‘Love, Your Way’ campaign, reaching out with messaging designed to appeal to Singaporean millennials.
Its latest video, released on YouTube, shares the different scenarios of dating that one can have when they use the app. The video ends with the campaign’s tag line “Love, Your Way” with a voiceover saying: “With OkCupid, you can find love, your way”.
According to OkCupid, the campaign was inspired by evolving user behaviour and dating patterns on the app. More people are looking for quality matches over quantity, and matching based on what truly matters to them.
It also serves to empower users to define what they are really looking for in a partner and allows for them to do so on their own terms.
In a deep analysis of questions answered on the app, results have shown that Singaporean millennials are prioritising equality in a relationship and are looking for a partner at a similar stage of life.
OkCupid’s global CMO Melissa Hobley told Marketing-Interactive: “OkCupid is designed to introduce you only to people who align and care about the same things as you do. It is built on an algorithm that puts your interests at the heart of its system.”
In a questionnaire hosted by OkCupid, and answered more than 18 million times, the platform saw that users are seeking deeper connections than ever before.
In 2020, it reported a 5% increase in OkCupid users looking for long-term relationships and a 20% decrease in users looking for a fling.
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