Task
OkCupid initiated a long-term partnership with Joli with the clear goal of strengthening their brand presence on TikTok. At the start of the collaboration, OkCupid’s TikTok page had just over 9,000 followers. The task was to increase the brand’s visibility and reach on this platform, specifically targeting Generation Z in the USA.

Challenge
The challenge was to boost the number of followers and integrate community building on TikTok to position OkCupid as a dating app that has something for everyone. This needed to be achieved by creating authentic and engaging content that utilized Gen Z faces to effectively communicated the brand’s unique features and values.

Execution
The strategy involved developing and implementing a content plan focused on follower growth and engagement. Through creative and regular posts tailored to the interests and behavior of Gen Z, OkCupid was able to gain significantly more attention and recognition through viral content.

Outcome
Within just 9 months, OkCupid succeeded in increasing its follower count to over 150,000, representing a growth of 1567%. This impressive increase confirmed TikTok as the most important channel for OkCupid to reach a new generation of dating enthusiasts. The emphasis on authenticity proved to be the key to success in the online world, making the platform a crucial tool for brand building.

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Client: OkCupid USA
Timeframe: Always-on
Channel: TikTok
Campaign Focus: Brand Awareness & Performance

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