Success Story
Dating data inflames creativity
30%
YOY registration uplift
5%
Share of voice, up from <1%
Discover
The course of love doesn’t always run smoothly, all the more so in the era of the COVID-19 lockdown. Dating app OkCupid turned to Hotwire UK to help it reveal something new with its global 2021 Trends Report that would resonate with singletons across the globe.
1 Plan
Following on from the ‘Thunberging’ trend identified earlier in the year, which drove a 30% rise in YOY registration, we needed to find another brilliant idea that would make OkCupid stand out and improve its share of voice in the highly competitive dating apps market.
2 Deliver
Hotwire UK combined customer insights from in-app data with hot creative thinking to come up with a range of exciting future gazing dating trends. The most notable of these was ‘Lockblocking’: date plans cancelled or rescheduled due to lockdown measures.
3 Prove
As a result of strong ideas and great media relationships, OkCupid’s 2021 trends were spotlighted globally in publications such as Metro, Yahoo! Style, Mirror Online and Cosmo. Our client said: “I literally cannot keep up with the coverage. The BEST problem to have!”
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