#IStandWithPP: OKCupid & Planned Parenthood
Building on the momentum of the 2017 Women’s March, Planned Parenthood and OKCupid partnered to provide OKCupid users with expert sex education information, as well as an opportunity to integrate an #IStandWithPP badge.
OkCupid engineers created a unique #IStandWithPP Badge to appear on the profiles of all users who answered a question that they support Planned Parenthood. In order to generate matches between Planned Parenthood supporters, OKCupid also worked to promote supporters to other supporters within the app—so when a supporter logged in, they’d first see all their matches who were also Planned Parenthood supporters.
Throughout the program, OkCupid and Planned Parenthood shared Instagram posts with approachable graphics (designed by up-and-coming artists) and captions. These posts were created to both remove the taboo around sexual health, and get daters the facts they need.
Soon after the program launched, OKCupid announced that it would match every dollar, up to $50k, donated to Planned Parenthood. Working with CrowdRise to collect donations, Planned Parenthood leveraged celebrity supporters, such as Chelsea Handler and Gabby Sidibe, to spread the word via social media. With user and follower donations matched by OkCupid, $100,000 was donated to Planned Parenthood shortly after the matching program began.
As a result of the partnership, nearly 400k users (over half of which were male) had the #IStandWithPP badge, generating more user activity and reaching a new demographic. Users with the badge got 4 times as many matches as they did before they had the badge, creating more satisfied users. OkCupid saw a 20% increase in Instagram followers during the program and experienced their highest Instagram engagement to date.
In addition to raising $100,000 for Planned Parenthood, the effort was also successful in sharing helpful tips on sexual health to hundreds of thousands of people via social media, where the program received over 65 million impressions. Additionally, Planned Parenthood was able to reach millions of potential new supporters via communications sent by OkCupid.