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  • There’s more to online dating than simply fornicating
  • There’s more to online dating than simply fornicating
    William Stitt (2017) ©
CASE STUDY

OkCupid DTF: down to flip the dating industry

As swiping right has become the default in digital dating, OkCupid is reinforcing its core value of ‘substance over selfies’ with an ad campaign that reclaims the acronym DTF. By exploring the ways people get to know each other beyond the physical, it’s making a statement against hook-up culture.

Location United States

Scope
Against a backdrop of swipe fatigue, OkCupid is reinforcing its core value of ‘substance over selfies’ with an ad campaign that celebrates dating that’s based on more than a superficial profile. [1] The brand is reclaiming DTF – the candid acronym that stands for ‘down to fuck’ – championing the fact that its users form relationships based on more than just the physical, whether that’s by feeling out the dance floor, or focusing on their chakras.

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