How do we use the introduction of a “Registered Voter” profile badge to create buzz for OKCupid (and increase voting registration)?

Registered voters are 85% more likely to get a message on OkCupid, and 63% more likely to get a match. Voting is sexy, statistically speaking.

Be a #VILF.

Show that flexing your democratic right is the hottest thing you can do this 2020 election by calling on the American public to register to vote and Be A #VILF (Yes. It stands for what you think it stands for).

In the space of eight business days, we rolled out branded VILF merch to influencers, launched a two-day public activation in Washington D.C. and aired a digital spot across social. An additional OLV followed—a fake influencer make-up tutorial, along with organic and paid social content.

An additional layer of geo-targeted activity was specifically created for New York and Los Angeles—two cities with the lowest percent of registered voters.

We made this media work hard by marrying our creative to culture moments surrounding the election to optimize performance post launch, including a digital OOH boat activation as many arrived in Miami for the second presidential debate.