OkCupid CMO Says Its 'DTF' Campaign Boosted Buzz 50%, But Isn't Welcome Everywhere

The ads drew praise from women, rejection from Chicago Transit

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In the crowded category of dating apps, OkCupid has rarely been one of the most high-profile options, but its recent “DTF” campaign seems to be working at changing that.

Created by Wieden + Kennedy New York under the brand’s first CMO, Melissa Hobley, the ads recast DTF—typically meant as a derogatory term for women who are “down to fuck”—into new interpretations that represent what single people might really be looking for in a relationship. Perhaps you’re “Down to Farmer’s Market” or “Down to Feel Fabulous.”



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