• by Sarah Mahoney  @mahoney_sarah, May 22, 2023

Pride month is just around the corner, and while much of the country is whipping itself up into an anti-trans frenzy, OkCupid has all kinds of ideas up its match-making sleeves.

With the goal of increasing user engagement throughout the month, it's targeting its entire user base, not just the 20% who identify as part of the LGBTQ community.

Kickoff happens on June 1, with a question pushed out to all members, regardless of gender or orientation, asking a question about LGBTQ rights. Next, push requests ask users to upload a photo of themselves showing Pride somehow, perhaps from a parade they've been to in the past.

"We've found that in dating, both through and post-pandemic, people are leaning into values, vetting their matches more than they ever have, right from the start," says Jane Reynolds, director of product marketing for the app. "People want to know if they are aligned on key issues."

She tells Marketing Daily the idea is to build enthusiasm for upcoming events. "It's important to us that we have active users, making sure that they're posting fresh photos and checking messages."

The LBfLGBTQ promo focuses on letting people know that allyship is attractive. "We've seen that people who say that they champion LGBTQ rights get more 'likes' and matches," Reynold says, "which we love to see."

That portion of the Pride campaign will include email notifications, steering users to blog posts that elaborate on how and why daters' stand on various issues factor into the app's elaborate matching algorithms.

The app also suggests using Pride in a practical dating tip. "People constantly ask us for specific advice, like 'What's a good conversation starter?' or 'Is there an easy way to suggest an outdoorsy date?"

Reynold says there's also been a considerable spike in interest around sober dates that don't necessarily require meeting in a bar.

"So right before Pride parades in New York and San Francisco, we're encouraging users to go to the parade together," Reynolds says. "It can be like, 'Find a buddy and go to the parade' or a friend's things. But it's also a great idea for a first date."

The activations, all powered by long-term partner Braze, are aimed at current users.

To keep attracting potential members, OkCupid will continue to run its "Every Single Person" campaign, which features singles who are non-binary, lesbians and gay. "It's important to us to show all daters in our advertisements. "

Those ads are running in its performance channels.

OkCupid has previously asked users to take a stand on reproductive rights, incorporating those answers into dating profiles and matching.

The app is part of Match Group, based in Dallas, which also owns Tinder, Hinge, Match and Meetic, and others.