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Tag: SubstanceOverSelfies

  • This Women’s Day, OkCupid urges to #FlipTheQuestion and break gender stereotypes

    This Women’s Day, OkCupid urges to #FlipTheQuestion and break gender stereotypes

    MUMBAI: As Oscar Wilde once said, “The answers are all out there, we just need to ask the right questions”. This women’s day the international dating app OkCupid encourages us to use our questions well and, maybe, start an epic story.

    Following #SubstanceOverSelfies, OkCupid is now asking single millennials to #FlipTheQuestion. Their latest video, on the occasion of International Women’s Day, uses questions – good and bad – to challenge gender stereotypes. The film opens with three women from different walks of life ignoring ‘assumptions and boring questions’ being thrown at them.

    OkCupid CMO Melissa Hobley says, “India with its evolving social fabric is so exciting. The most insightful responses from Indian users are on feminism, gender roles and the idea of romance in this decade. For women who are charting new paths, both personally and professionally, patronising conversations and lopsided stereotypes remain a constant point of exasperation. With #FlipTheQuestion we’re encouraging men to rethink the questions they ask and begin the journey to an epic story. After all, every good story begins with the right questions.”

    As a dating app that celebrates individuality, OkCupid uses an algorithm informed by over 3000 questions to meaningfully match its users on the basis of shared interests, values, quirks, and deal-breakers. The campaign video went live on 7 March 2019 on OkCupid India’s digital channels.

  • OkCupid Launches First Digital Campaign in India #SubstanceOverSelfies to Celebrate You and Your Personality

    OkCupid Launches First Digital Campaign in India #SubstanceOverSelfies to Celebrate You and Your Personality

    MUMBAI: They say that ‘a picture is worth a thousand words’ but does that hold true for dating? While selfies are all the trend right now, and seemingly here to stay, there is very little that they convey about one's personality, character and nature. On dating platforms particularly, selfies have taken a significant amount of mindspace and it is difficult to sift out the ‘right’ matches over photogenic ones. As a dating platform that focuses on your personality and not just appearance, OkCupid truly believes that people should be matched on the basis of shared interests, values, quirks and deal-breakers to create connections of substance. Taking this forward, the app launched its first digital campaign titled #SubstanceOverSelfies, which celebrates your story and not just a reflection of your phone’s front camera. The campaign went live in mid-December 2018 with over 100 leading influencers sharing their ‘substance selfies’ and campaign messaging, driving home the exact thought. Users followed in their footsteps with posts of their own, generating over a million impressions and an almost 20% engagement rate.

    The idea behind the campaign is to redefine the way you showcase yourself to the world. Influencers have represented themselves through a passion, interest or hobby that they believe defines them and communicates who they are. This has been beautifully depicted in several photos as participants have hidden their faces behind objects that represent their passions to convey that they are more than what meets the eye, they are more than just a selfie. It could be anything from a sport, book, camera, art or food. Afterall, when it comes to love and dating, it is always better to #MatchOnWhatMatters.

    Melissa Hobley, CMO, OkCupid says, “On most online dating platforms, your profile picture is your identity and the first thing a potential partner sees. At OkCupid though it’s about showing the substance and the depth of the person. For example, we don’t let you set up your profile with two clicks, we don’t let you swipe on only a picture and we don’t let you have this super-fast, exposable experience.  We help you tell your story and allow you to access stories of others to make meaningful connections. Through #SubstanceOverSelfies, we take that core belief outside the app, to encourage our users to make connections based on substance rather than just nice selfies.”