OkCupid’s Mismatchmakers take on the frustrated milliennials
It is said that ‘a picture is worth a thousand words’, but a meme is worth one-million! International dating app OkCupid took this quite seriously and engaged their millennial audience in the best way possible - using the language of memes and videos combined. Their latest digital campaign #Mismatchmakers used one of the most fun digital tools out there - Meme Text Videos (MTVs) to address the frustrations of single millennials thanks to friends, family, and peers constantly trying to set them up.
OkCupid came up with the best answer to these Mismatchmakers in the most humorous way possible through the use of these fun videos that are imposed with funny, quirky but relevant text that makes them into memes. The memes humorously highlight the various relatable mis-matchmaking scenarios that are found most commonly in India. The brand served these well-wishers some sweet revenge and single Indians a lot of relatable chuckles! The relatability factor can be strongly seen in the numbers post the campaign as it resulted in a whopping 4700% increase in posts shared with a 437% increase in engagement.
Talking about the campaign, Melissa Hobley, CMO at OkCupid, says, “#Mismatchmakers is a fun take on the obvious frustration of your loved ones setting you up on bad dates. We love them, but not their taste in our partner! Every single person wants them to stop and doesn’t know how to tell them - so we did! It’s 2020 after all - this is the year to find love on your terms - not theirs.”
PG Aditiya, Executive Creative Director, Dentsu Webchutney commented, "Sometimes great advertising doesn't look or feel like an ad, and that's part of the secret sauce. The team behind Mismatchmakers represent OkCupid's core target users as well, so the scripts wrote themselves. The entire campaign was also produced & directed by the core team at Webchutney, making it ridiculously enjoyable to create and, hopefully, consume."
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