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Set a Reminder. OkCupid has today unveiled a new global Ok cupid ok cupid marketing campaign deed to celebrate the diverse array of single people who use the dating app. OkCupid has historically been among the most progressive dating services in terms of inclusivity. It was the first dating app to offer users a range of gender and sexuality selections — including 22 gender identities and 20 orientations — as well as the first to implement a profile section to include user pronouns.

This summer, in conjunction with community experts and the Human Rights Campaignthe brand added even more identity tags, allowing users to customize their profile and preferences by selecting and filtering from more than 60 identities.

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These changes reflect a larger trend happening across the country — Gallup data from February suggests that the US has seen a 5. Inspired by the increasingly diverse community of daters on its app, OkCupid teamed with creative agency Mekanism to bring the campaign to life. Another ad depicts two models standing face-to-face, with a perfectly round bubble of gum situated between their mouths.

The bold and provocative aesthetic And provocative it certainly is; some of the creative assets developed for the project garnered immediate backlash. Several of our more provocative executions were not approved in many of our placements across New York, LA and Chicago. Its suite of brands, including OkCupid, Tinder, Match and Hinge, has seen an unprecedented surge in app usage, which has contributed to a major spike in revenue in recent months.

Marketing can change the world. Register The Drum Plus. Ok cupid ok cupid Transformation Deep Dives. Follow our monthly editorial deep dives into the big topics shaping the industry. A-Z Topics Ad of the Day. Ad spend.

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