How OkCupid Became a Hotking?
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How OkCupid Became a Hotking?
Once upon a time, there was a dating app called OkCupid. It started as a simple personality-based matchmaking site, but it wanted to be more. It wanted to talk about things that mattered, like politics and religion, even on a first date. And so, OkCupid transformed from an online quiz site to a hot, radically inclusive dating app.
The Journey Begins
Back in 2004, a group of Harvard students, Chris Coyne, Christian Rudder, Sam Yagan, and Max Krohn, created a website called SparkMatch. It allowed users to connect based on their personalities, much like the famous Myers-Briggs Type Indicator. Eventually, they sold SparkMatch and built OkCupid in its place. In 2011, the business was sold to InterActiveCorp (IAC), the parent company of Match Group, which owns several popular dating platforms like Tinder, Hinge, and Match.com.
Embracing the Mobile Era
As smartphones became more popular and online dating went mobile, OkCupid adapted quickly. It was one of the first dating platforms to launch a user-friendly mobile version. The focus remained on matching based on what truly matters to individuals. However, despite its functionality, OkCupid started losing users to newer, trendier apps like Tinder, which appealed to a younger, more hookup-focused crowd.
Time for a Change
Recognizing the need for change, OkCupid hired its first global chief marketing officer in 2017, Melissa Hobley. The brand already had a massive user base but lacked a fresh approach to stand out. Hobley knew they needed to shake things up and get people excited about the product again.
Matching on What Matters
The 'DTF' campaign was just the beginning. OkCupid brought in a new CEO, Marcus Lofthouse, and continued to focus on transforming the product experience. Meanwhile, Hobley and her team worked on reinventing the brand's image while staying true to the core philosophy of 'matching on what matters.'
Taking a Stand for Values
After the 2016 US presidential election, people became more passionate and vocal about their beliefs. OkCupid saw an opportunity to help connect individuals based on their values. They introduced new ways for users to set their preferences and display their values on their profiles. Users could choose from a wide range of social and political issues and even rank their priorities. OkCupid became the only major dating app to offer this level of filtering based on values.
Fun and Provocative
OkCupid's marketing campaigns, like the 'DTF' and 'Every Single Person' campaigns, have been bold and provocative. They've embraced irreverence and humor while conveying inclusive messages. In a world filled with high-stakes seriousness, OkCupid found success by offering a fun and lighthearted approach to dating.
A Recipe for Success
OkCupid's success can be attributed to several factors. Firstly, the original matching algorithm still resonates with users. Secondly, the emphasis on socio-political values sets OkCupid apart from its competitors. Lastly, the brand's commitment to user data and continuous improvement keeps customers engaged.
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