WEBVTT - Getting into the data-ing game 0:00:00.080 --> 0:00:03.760 I'm off my game today. No, you're not. People are 0:00:03.800 --> 0:00:05.640 going to have to start making better content. I think 0:00:05.640 --> 0:00:07.160 we're gonna be talking about this for a long time. 0:00:07.200 --> 0:00:10.200 When you program for everyone, you programmed for no one. 0:00:10.200 --> 0:00:12.280 I think it's a word purpose driven platform. Like we're 0:00:12.320 --> 0:00:15.640 trying to get to substance. How was that? Are you 0:00:15.680 --> 0:00:19.160 happy with that? This is marketing therapy right now? And 0:00:19.280 --> 0:00:23.840 it really is? What's up on? Laura Currency and I'm 0:00:23.840 --> 0:00:27.640 Alexa Kristen. Welcome back to at Landia Episode four. Here 0:00:27.680 --> 0:00:30.760 we are. We're back this season of love, the season 0:00:30.800 --> 0:00:34.239 of what Feb Feb this season of love. We're back 0:00:34.280 --> 0:00:36.599 from the I A B. It was a really good 0:00:36.760 --> 0:00:39.760 meeting a couple of days. We met some really cool 0:00:39.800 --> 0:00:44.159 people and I be dropped some knowledge about DTC brands 0:00:44.560 --> 0:00:47.160 and what they're doing in the space. And I think 0:00:47.479 --> 0:00:51.400 for me at least, what was really interesting was this 0:00:51.920 --> 0:00:55.080 very very clear kind of call out from the I 0:00:55.320 --> 0:01:02.160 B about community, about content over advertising, and UM, we're 0:01:02.160 --> 0:01:04.360 gonna have Randall Rothenberg on the show to kind of 0:01:04.560 --> 0:01:07.000 walk through their findings because I thought that they were 0:01:07.000 --> 0:01:12.200 really smart. But when we were talking to UM, Henry Davis, 0:01:12.280 --> 0:01:15.800 the president and CEO of Glossier on stage the opening night. 0:01:16.600 --> 0:01:20.120 One thing that Henry made really clear is, yes, we 0:01:20.280 --> 0:01:24.280 use data and we're looking at certain signals with our consumers, 0:01:24.720 --> 0:01:27.880 but if we are not in bed and we are 0:01:27.920 --> 0:01:30.840 not part of the community, there's not a ton we 0:01:30.880 --> 0:01:34.600 can do. And so how do we connect people around beauty? 0:01:34.760 --> 0:01:38.240 How do we connect people around identities? And I'm I 0:01:38.280 --> 0:01:42.520 think that that is not just for direct to consumer brands. 0:01:42.600 --> 0:01:45.280 That's for everyone. And I think in not so subtle 0:01:45.319 --> 0:01:48.760 away Henry said, and I'm paraphrasing, he said, you know, 0:01:49.080 --> 0:01:51.279 kind of one of our next steps is to really 0:01:51.640 --> 0:01:55.559 start building ways of having the community talk to each 0:01:55.560 --> 0:01:59.400 other that and what does that mean? What does that mean? 0:01:59.480 --> 0:02:02.080 Did they start becoming more of a technology brand or 0:02:02.160 --> 0:02:04.720 on the side, I don't know. Yeah, what does it 0:02:04.760 --> 0:02:07.000 mean when a beauty brand opens up a slack channel 0:02:07.040 --> 0:02:10.240 where you know, or they becomes and whatnot are being shared, 0:02:10.520 --> 0:02:13.080 or they become this lack of beauty right or they 0:02:13.080 --> 0:02:15.480 could become a slack of you know, something like even 0:02:15.520 --> 0:02:19.040 becoming the actual pipe. I think that starts getting really 0:02:19.080 --> 0:02:22.320 interesting and then it also opens opportunities for new brands 0:02:22.360 --> 0:02:25.400 to get in on and get away from a Facebook, 0:02:25.440 --> 0:02:29.200 a Google, a YouTube, right and actually start interacting with 0:02:29.880 --> 0:02:34.280 a community that a brand has created and communication channel 0:02:34.280 --> 0:02:37.200 that they've created. It becomes an obsession, a place of obsession, 0:02:37.720 --> 0:02:39.880 you know, where people you know, you're you're getting served 0:02:39.919 --> 0:02:43.000 all the context as opposed to part of it. Yeah, 0:02:43.639 --> 0:02:46.120 so we're going to have Melissa Habilei on who's the 0:02:46.160 --> 0:02:50.400 CMO of okay Cupid? After the break and before we 0:02:50.440 --> 0:02:52.040 get into that, one of the things that like I 0:02:52.040 --> 0:02:54.600 think our minds are in the middle of the conversation 0:02:55.240 --> 0:02:58.679 was around the incredible amount of data um and personal 0:02:58.840 --> 0:03:02.200 personal details of at a apps are sitting on that 0:03:02.280 --> 0:03:05.040 We were like, holy shit, how do you take this 0:03:05.919 --> 0:03:09.560 and start to streamline insights and information back into the market. 0:03:09.800 --> 0:03:13.919 That brings us to the next level, one layer deeper 0:03:14.400 --> 0:03:18.760 into personas because the things that they're able to uncover 0:03:18.800 --> 0:03:21.480 in terms of how you know persone wants to get 0:03:21.639 --> 0:03:23.880 matched up with person B. I mean, those are the 0:03:23.880 --> 0:03:28.000 most intimate parts of you. Where how where are they going? 0:03:28.280 --> 0:03:31.800 Like where is it happening? Both from a geographical standpoint, 0:03:31.919 --> 0:03:34.840 but like what are the topics and things that people 0:03:34.840 --> 0:03:37.560 are identifying with, which I think is really surprising when 0:03:37.560 --> 0:03:42.960 she starts talking about identities and where totally and and 0:03:43.000 --> 0:03:44.680 there are things that you we would we were like 0:03:44.760 --> 0:03:48.080 what we would have never guessed. She dropped some really 0:03:48.080 --> 0:03:54.840 interesting insights around UM relationships, UM and psychographics and politics 0:03:55.760 --> 0:03:58.960 that I think any brand should be listening to and 0:03:59.080 --> 0:04:01.360 any brand should be aware of. It's not even about 0:04:01.400 --> 0:04:04.160 being in the dating space. It's about how people are 0:04:04.680 --> 0:04:08.560 starting to come together in intimate relationships. Yeah. Well, if 0:04:08.560 --> 0:04:12.760 I'm I'm Starbucks or Dunkin Donuts and I know that 0:04:13.200 --> 0:04:16.440 you know, insert data point. Here are the types of 0:04:16.440 --> 0:04:18.599 people that are coming to have their first day over 0:04:19.120 --> 0:04:22.960 you know, uh latte, and they want to talk about 0:04:23.000 --> 0:04:25.159 this that can completely shape the way I'm communicating to 0:04:25.200 --> 0:04:28.400 those consumers totally. And there's twenty million of them globally. Yeah, 0:04:28.440 --> 0:04:30.680 it's impressive. I mean, it's impressively and it's I was 0:04:30.800 --> 0:04:32.240 really I mean, I think she said it was like 0:04:32.240 --> 0:04:35.760 a three point six billion dollar industry right now and growing. 0:04:36.880 --> 0:04:39.200 It's big UM and I think it's the new way. 0:04:39.240 --> 0:04:42.440 And Bumble is definitely cued into this because it's the 0:04:42.480 --> 0:04:46.640 new way people are meeting, not even in romantic relationships, 0:04:46.640 --> 0:04:51.599 but Bumble has gone into Buble relationships full stop. Right, yeah, 0:04:51.640 --> 0:04:54.039 so that we are really excited to have Melissa on 0:04:54.400 --> 0:04:56.560 and we hope all of you ad Landias out there 0:04:56.640 --> 0:05:12.320 finding love in one way or another. Welcome back. We're 0:05:12.320 --> 0:05:15.560 in the studio with Okay Cupid CMO Melissa Habiley, who 0:05:15.600 --> 0:05:18.520 is reinventing the way we think about DTF. Welcome to 0:05:18.560 --> 0:05:25.040 the show, Melissa, Welcome in India. So there's a lot 0:05:25.120 --> 0:05:28.400 of competition in the dating app world, right, So everything 0:05:28.520 --> 0:05:31.359 from the o G s like match dot Com to 0:05:32.040 --> 0:05:35.320 the new ones like Tinder and Hinge and ball and 0:05:35.640 --> 0:05:39.000 all of these. Um, you obviously came out swinging with 0:05:39.040 --> 0:05:41.800 this new campaign. Can you tell us where the point 0:05:41.839 --> 0:05:45.919 of differentiation exists for okay Cupid and why this campaign now? Yeah, 0:05:45.960 --> 0:05:47.880 and thanks again for having us on to talk about this. 0:05:47.920 --> 0:05:51.239 I think what we wanted to do was not create 0:05:51.400 --> 0:05:54.560 something in isolation of me too and time's up and 0:05:54.680 --> 0:05:57.600 all these conversations we were having and and what a 0:05:57.680 --> 0:06:00.760 year it's been for women, and uh, you know, we 0:06:00.920 --> 0:06:04.000 talked about Okay, well what are women dealing with today? 0:06:04.240 --> 0:06:07.880 And we had you know, this term DTF is almost 0:06:07.960 --> 0:06:11.400 often used by guys to talk to other guys about girls. 0:06:11.440 --> 0:06:14.920 You don't have uh, you don't have a place in that, 0:06:14.960 --> 0:06:17.080 you don't have a say in that. It's a label 0:06:17.160 --> 0:06:19.679 that you probably did not co opt into. And so 0:06:20.200 --> 0:06:23.919 when we were thinking, okay, Cupid's never had a campaign, 0:06:23.960 --> 0:06:27.440 which is so crazy, there this o G dating app 0:06:27.480 --> 0:06:30.320 that grew organically and had a great story and they 0:06:30.320 --> 0:06:33.360 were all about the data. So around like four years, 0:06:33.640 --> 0:06:35.280 I thought it was like ten or fourteen years. And 0:06:35.520 --> 0:06:37.000 then you know, the thing about that is we've learned 0:06:37.000 --> 0:06:39.640 a lot along the way. We've learned a lot, and 0:06:39.640 --> 0:06:41.960 that's why we're really good at matching people. We have 0:06:42.160 --> 0:06:45.120 more New York Times vows features than any other dating 0:06:45.120 --> 0:06:50.400 app by a factor three. So um, we know we 0:06:50.440 --> 0:06:53.039 do the best job of getting people together. And with DTF, 0:06:53.160 --> 0:06:56.920 we you know what we didn't like was there are 0:06:56.920 --> 0:07:00.400 phrases out there that make women feel worse about the selves. 0:07:00.680 --> 0:07:03.200 And so the idea was, let's change it. We worked 0:07:03.200 --> 0:07:06.960 with an unbelievable team at widen um, in particular jessin 0:07:07.040 --> 0:07:10.040 Ian who were um, you know, carl Oeil who are 0:07:10.120 --> 0:07:13.080 who are on the team, And the idea is, let's 0:07:13.080 --> 0:07:16.360 subvert reclaim DTF. The f is whatever the fuck you 0:07:16.360 --> 0:07:18.000 want it to be and you could be down to 0:07:18.000 --> 0:07:20.120 the fuck, but like you own that it can be 0:07:20.440 --> 0:07:23.240 down to fall head over heels um. The campaign was 0:07:23.240 --> 0:07:26.160 shot by Maritio Catalan, who's one of those talked about 0:07:26.200 --> 0:07:29.080 artists of today, most recently The Golden Toilet, which you know, 0:07:29.120 --> 0:07:32.080 the Googenheim, very cheeky and a very cheeky way offered 0:07:32.080 --> 0:07:35.280 to the White House and the spector is my hero. 0:07:35.840 --> 0:07:39.280 I mean, I mean that's modern cur When has anyone 0:07:39.320 --> 0:07:42.000 talked about the Gouggenheim as much as they have over 0:07:42.040 --> 0:07:43.920 the last two or three weeks. She put them on 0:07:43.920 --> 0:07:46.360 the map. And you know when we sat down in 0:07:46.400 --> 0:07:51.680 Marizio and Pierre Palos partner UM in Creativity UM and Widen, 0:07:51.760 --> 0:07:54.400 we were all brainstorming the FS. We wanted to shoot 0:07:54.440 --> 0:07:56.840 and we wanted to have something that we're political. There's 0:07:56.880 --> 0:08:00.559 this unprecedented moment right now politics and the roller and dating. 0:08:00.600 --> 0:08:02.560 So we have down to filter out the far right, 0:08:02.600 --> 0:08:04.720 which by the way, some places will not let us run. 0:08:05.040 --> 0:08:07.800 We have down to um fight about the president. We 0:08:07.880 --> 0:08:10.560 have romantic ones like down to fall ahead of our heels, 0:08:10.640 --> 0:08:13.000 down to farmers market, down to floss together, because those 0:08:13.040 --> 0:08:14.280 are some of the things that you do and you're 0:08:14.320 --> 0:08:16.680 like early in the relationship, like an floss in front 0:08:16.680 --> 0:08:19.480 of him. Um. And then we have things that are 0:08:19.600 --> 0:08:22.520 you know, talking about this girl and you know people 0:08:22.560 --> 0:08:24.840 are doing like down to fire up the kilns. People 0:08:24.840 --> 0:08:28.520 are into that, down to focus on my chakras. Uh, 0:08:28.560 --> 0:08:30.280 down to finish my novel because you've got a side 0:08:30.360 --> 0:08:32.679 hustle and that's what your f is. And we just 0:08:32.760 --> 0:08:35.600 want to affirm you. And you talked about, you know, 0:08:35.920 --> 0:08:40.199 this idea of dating being in this world of substance 0:08:40.240 --> 0:08:44.040 over selfies. Why do you think that's changed and how 0:08:44.040 --> 0:08:46.560 do you see Okay Cupid helping to elevate that in 0:08:46.559 --> 0:08:49.480 the dating world. What we notice is people are connecting 0:08:49.480 --> 0:08:52.280 on issues and so we just started leaning into that. UM. 0:08:52.280 --> 0:08:55.719 We noticed that both men and women started talking politics 0:08:55.720 --> 0:08:58.600 in their profile. So there's been a one thousand percent 0:08:58.720 --> 0:09:02.120 increase in political terms used in your profile in just 0:09:02.320 --> 0:09:04.760 two years. What are some of those words, so it 0:09:04.760 --> 0:09:09.360 could be progressive, liberal, republican, politically active, some of the 0:09:09.360 --> 0:09:14.640 ones that you might expect, voting, UM, activists. Those are 0:09:14.840 --> 0:09:18.720 all phrases that we're seeing people use. The Women's March 0:09:19.440 --> 0:09:21.800 became a really popular price for women to put their 0:09:21.800 --> 0:09:25.640 profile picture. And that is really important because you're signaling 0:09:25.640 --> 0:09:30.439 what you're about this isdies. Yeah, And isn't it cool 0:09:30.520 --> 0:09:33.439 that people are connecting not just and are you attractive 0:09:33.600 --> 0:09:35.000 and do you want to make out with them or 0:09:35.040 --> 0:09:37.080 take their clothes off? But are you like attracted to 0:09:37.080 --> 0:09:39.760 their mind? Their brain? And that stuff is a really 0:09:39.800 --> 0:09:43.080 good starting point. What's what we're noticing is when people 0:09:43.120 --> 0:09:45.439 are upfront about I'm really passion about climate change, I'm 0:09:45.440 --> 0:09:49.760 really passionate about voter rights, I'm I'm passionate about women's 0:09:49.840 --> 0:09:51.760 right to choose, whatever those issues are. We see that 0:09:51.840 --> 0:09:54.520 both sides are connecting over that. How many people are 0:09:54.559 --> 0:09:58.800 on last year we had twenty million users. Now that's 0:09:58.800 --> 0:10:01.600 around the world, that's globe. Our biggest audience is in 0:10:02.120 --> 0:10:04.480 in the US. You know, it's interesting as you're talking, 0:10:04.520 --> 0:10:07.439 you know, the idea that people are coming forth with 0:10:07.480 --> 0:10:10.600 this information in such an intimate place, right, So, as 0:10:10.640 --> 0:10:12.880 you think about audience personas, and we talk a lot 0:10:12.920 --> 0:10:16.760 about use cases of data and how brands stand to 0:10:16.800 --> 0:10:19.200 be able to actually monetize that or use it in 0:10:19.240 --> 0:10:23.200 a way that is providing value or insight back into 0:10:23.240 --> 0:10:27.320 our industry. Right. So, yeah, the data that you're aggregating 0:10:27.760 --> 0:10:32.439 is essentially more intimate, seemingly truthful and real because it's 0:10:32.480 --> 0:10:35.200 the most personal part of you. And so are you 0:10:35.320 --> 0:10:37.680 doing anything with a lot of this data that you're 0:10:37.760 --> 0:10:42.240 curating and um, that would be provocative and insightful to 0:10:42.280 --> 0:10:44.160 the marketing industry at large? Do you plan to kind 0:10:44.200 --> 0:10:45.880 of come out with anything that talks about That's a 0:10:46.000 --> 0:10:49.280 great question. Right now, we only use it to better 0:10:49.400 --> 0:10:52.720 understand how do we get more people together? Um. We 0:10:52.920 --> 0:10:56.920 certainly have been able to use that for good in 0:10:56.960 --> 0:11:00.920 a few ways, like drawing attention to votes that would 0:11:00.920 --> 0:11:05.559 have impacted health care for women, you know, right, so 0:11:05.960 --> 0:11:08.640 we're able to see things like when you know your 0:11:08.760 --> 0:11:11.560 dating app is the app you are using probably the 0:11:11.559 --> 0:11:13.280 most on your phone and as you said, the most 0:11:13.280 --> 0:11:17.480 personal and most vulnerable, the most intimate. Uh. Um, we 0:11:17.920 --> 0:11:20.200 right now we're really used man Tower just again understand 0:11:20.200 --> 0:11:22.839 how people are getting together? How do we help you? Right? 0:11:22.920 --> 0:11:25.360 So one of the things we we introduced this tool 0:11:25.400 --> 0:11:28.280 where you could actually search around passions. We're kind of 0:11:28.280 --> 0:11:30.120 famous for these questions that you have to answer to 0:11:30.120 --> 0:11:32.000 on board, and we have three thousand them. You have 0:11:32.040 --> 0:11:34.719 to answer fifteen and some of those are political. You 0:11:34.720 --> 0:11:36.520 can skip them until you get questions you want and 0:11:36.520 --> 0:11:39.760 you tell us how important those are. And so we 0:11:39.840 --> 0:11:42.040 had seen you know, we dropped in a question and 0:11:42.120 --> 0:11:44.160 me too, would you ever date someone that didn't support 0:11:44.200 --> 0:11:49.559 me to not? Surprisingly? You know women would not you know. Um, 0:11:49.640 --> 0:11:51.880 So when we we were asking questions about like how 0:11:51.880 --> 0:11:53.199 do you feel about what's happening out there? How do 0:11:53.200 --> 0:11:54.920 you feel at the conversations that are taking place? And 0:11:54.920 --> 0:11:58.280 that helped us inform the DTF campaign. Are you updating 0:11:58.280 --> 0:12:03.880 those questions like all you have some and so what 0:12:03.960 --> 0:12:06.280 how do it? What? What's the scale of saying I'm 0:12:06.320 --> 0:12:08.760 gonna we're gonna bring in me to questions like what's 0:12:08.800 --> 0:12:10.959 that scale? When do you decide? Do you know what's 0:12:11.000 --> 0:12:13.600 so cool? And this is why the culture okay cup, 0:12:13.640 --> 0:12:17.400 it is great. At seven am we'll say, hey, you 0:12:17.400 --> 0:12:19.400 know we slat we should we need to drop this 0:12:19.480 --> 0:12:22.319 question in um and use this to help connect people. 0:12:22.960 --> 0:12:26.760 And by seven thirty it's in. Wow, it's it's if 0:12:26.760 --> 0:12:29.200 this okay cube. It is a really fast moving operation. 0:12:29.280 --> 0:12:32.559 And what's lovely is you make decisions quickly. We don't 0:12:32.600 --> 0:12:34.440 let time kill the Yeah, well you kind of have 0:12:34.480 --> 0:12:36.480 to because these are the conversations people are having on 0:12:36.520 --> 0:12:39.840 their days over drink. Yeah, that's exactly right, Like, shouldn't 0:12:39.840 --> 0:12:42.360 your dating app be reflecting like what the conversations you're 0:12:42.360 --> 0:12:45.440 having at bars? Or I think you're in a really 0:12:45.440 --> 0:12:48.400 interesting position as you think about dating and sort of 0:12:48.440 --> 0:12:51.080 the conversations that are happening as a part of this 0:12:51.240 --> 0:12:56.440 culture or really what's informing society and vice versa. And 0:12:56.520 --> 0:12:59.280 so you're kind of at this interesting intersection where you're 0:12:59.320 --> 0:13:01.559 really in the in the thick of it, where other 0:13:01.559 --> 0:13:03.240 people are like, should we go there? Should we not? 0:13:03.280 --> 0:13:04.640 Like you, you don't really have a choice, do you, 0:13:04.880 --> 0:13:07.440 We don't have a choice, And frankly, we think listen. 0:13:07.520 --> 0:13:09.640 Let's also be totally clear. I mean, you guys are 0:13:09.800 --> 0:13:12.880 the experts on this stuff. It's a good brand decision, right. 0:13:12.920 --> 0:13:15.240 If you are talking to everybody, you're talking to nobody 0:13:15.280 --> 0:13:21.559 and so so be distinctive and like right, and so 0:13:22.080 --> 0:13:24.920 you know, you you've got to you've got to tell 0:13:25.000 --> 0:13:27.840 people what you're about. And you know, like yesterday I 0:13:27.880 --> 0:13:30.800 was like getting coffee and like Starbucks is grant behemous 0:13:30.800 --> 0:13:33.120 and people feel whatever, But you know, I love about Starbucks. 0:13:33.200 --> 0:13:35.360 Their benefits are great. You know, the benefits are because 0:13:35.840 --> 0:13:37.640 comes from a blue collar family. His father broke his 0:13:37.720 --> 0:13:40.000 ankle or something and his family couldn't eat for a 0:13:40.080 --> 0:13:42.360 few months because of that. And they provide I V 0:13:42.679 --> 0:13:45.160 for women. So I'm like, I'm happy to support that. 0:13:45.160 --> 0:13:49.520 Even so, what what? What matters to people more so 0:13:49.640 --> 0:13:51.600 than ever, You guys are doing a really good job 0:13:51.720 --> 0:13:54.720 talking about it is what your brand cares about, what 0:13:54.760 --> 0:13:56.559 they get behind and if they make a statement or 0:13:56.600 --> 0:13:59.320 not does matter, And it matters if I'm going to 0:13:59.440 --> 0:14:01.720 choose you or someone else. By the way, Okay, Cupid 0:14:01.800 --> 0:14:05.280 is free, so you know, we have a premium service, um, 0:14:05.280 --> 0:14:06.760 which is great and that's where a lot of our 0:14:06.760 --> 0:14:10.679 revenue comes from. But um, you know, you've got to 0:14:10.720 --> 0:14:14.640 take some bold moves and tell people what you care about. 0:14:14.760 --> 0:14:17.320 We were the first big dating app to create non 0:14:17.360 --> 0:14:20.000 binary gender options. We're one of the first big dating 0:14:20.040 --> 0:14:22.520 apps to create a great experience for l g B 0:14:22.640 --> 0:14:25.760 t Q. And is there a business case for creating 0:14:25.760 --> 0:14:28.440 not We have twenty two gender options. The the amount 0:14:28.440 --> 0:14:33.200 of time and money and two gender options, there's no 0:14:33.240 --> 0:14:36.680 business case that would ever justify what we invested in that. 0:14:36.760 --> 0:14:40.320 But it's the right thing to do. Our ecosystems care 0:14:40.400 --> 0:14:42.360 that we do that, they care that their friends who 0:14:42.440 --> 0:14:44.240 are in those scenarios where you know, one of our 0:14:44.280 --> 0:14:47.680 hero images from DTF is two women in an embrace 0:14:47.960 --> 0:14:51.960 and and like, you know, the big business opportunities of 0:14:52.040 --> 0:14:56.520 the heterosexual audience, but our audience cares that we support that. 0:14:57.040 --> 0:14:58.600 I loved that because what you see now is when 0:14:58.600 --> 0:15:00.960 Cecili Richards is posting, she's saying about Black Lives Matter, 0:15:01.000 --> 0:15:07.000 she's posting about many issues beyond the issue of women's health. 0:15:07.240 --> 0:15:10.520 And you see that out of a number of movements, um, 0:15:10.560 --> 0:15:12.840 you know, people supporting each other. And so we want 0:15:12.880 --> 0:15:15.600 to play in that space as much as we can 0:15:15.640 --> 0:15:19.680 authentically do that. Does Okay Cupid or does any dating 0:15:19.680 --> 0:15:23.920 app go too far? And having perspective like I don't 0:15:23.920 --> 0:15:25.840 think they go far enough, you know, I think that 0:15:25.960 --> 0:15:28.120 I really don't. I don't think enough brands are going 0:15:28.120 --> 0:15:31.360 far enough, you know, um several years ago. But this 0:15:31.440 --> 0:15:34.320 is here's what's really awesome about my position is okay, 0:15:34.400 --> 0:15:36.440 keep it as a track record of this. When the 0:15:36.440 --> 0:15:40.480 then CEO of Mozilla made home of comments, we immediately 0:15:40.720 --> 0:15:43.800 said you were not participating. We will not be able 0:15:43.840 --> 0:15:46.440 to use this the Mozilla argument. Earlier this year, we 0:15:46.480 --> 0:15:48.080 had a white supremacist on this site, one of the 0:15:48.160 --> 0:15:51.480 Charlotte organizers, and we booted him out very quickly. It 0:15:51.520 --> 0:15:54.080 was in corporate and we had a hundred sixty thousand 0:15:54.120 --> 0:15:58.200 tweets in like ten hours. And so we are unapologetic 0:15:58.280 --> 0:16:00.520 about some of this stuff. I think I think more 0:16:00.520 --> 0:16:02.840 brands and companies need to take some I think it's 0:16:02.960 --> 0:16:06.800 easier for you. It is easier, No, but it but 0:16:06.960 --> 0:16:10.080 acknowledging that it is easier, you should do it. I 0:16:10.120 --> 0:16:13.720 think you know how to brands start stepping into owning 0:16:14.120 --> 0:16:16.960 their perspective. How how do you you know outside of 0:16:16.960 --> 0:16:20.320 how does a CpG start to do that? It's a 0:16:20.360 --> 0:16:22.560 really tough It's a tough Wait. Who do you guys 0:16:22.600 --> 0:16:24.440 think is doing a good job at that? I think 0:16:24.480 --> 0:16:29.280 done amazing job. Teen Folk. I think teen freaking Vogue 0:16:29.360 --> 0:16:33.560 and like what Elaine um Walter Ross did when she 0:16:33.720 --> 0:16:39.200 was at the editor, Holy sh it ll All of 0:16:39.240 --> 0:16:42.400 a sudden, teen Vogue went from play cating and trying 0:16:42.440 --> 0:16:45.720 to sell advertising really at the end of the day 0:16:46.160 --> 0:16:50.360 too tweens and teens to having a perspective and rooting 0:16:50.360 --> 0:16:53.600 themselves in issues and conversations that we're actually being had, 0:16:53.720 --> 0:16:56.560 which you are doing. You know, I think we have 0:16:56.600 --> 0:16:59.720 an opportunity but also responsibility. I think you're dating episode, 0:16:59.760 --> 0:17:02.840 you're vulnerable, it's like you're falling in love. You've got 0:17:02.920 --> 0:17:06.280 to be connected to what people are talking about and 0:17:06.280 --> 0:17:09.800 and you know that's where the opportunity is. You mentioned 0:17:09.800 --> 0:17:12.439 that you're a free service, which means you have to 0:17:13.119 --> 0:17:18.160 revenue dollars. So as somebody who is taking these provocative 0:17:18.920 --> 0:17:24.040 um stances around, you know, different thematics and culture, society, 0:17:24.080 --> 0:17:29.400 et cetera, how are brands reacting that need to reach 0:17:29.480 --> 0:17:31.480 this audience and advertise on your site. Yeah, that's a 0:17:31.520 --> 0:17:34.879 great question because this isn't for everyone. And as we 0:17:35.000 --> 0:17:39.560 become sharper about who we are for and what we're 0:17:39.600 --> 0:17:42.000 about and what we're gonna put our time and energy into, um, 0:17:42.040 --> 0:17:44.200 some folks are gonna say that's not for us. And 0:17:44.720 --> 0:17:46.800 I'm really blessed to be in a position where you know, 0:17:46.840 --> 0:17:51.720 we're supported in doing that. Um. But yeah, it's not 0:17:51.720 --> 0:17:53.679 going to be for everyone. Who's who's like one of 0:17:53.720 --> 0:17:56.040 your you don't have to name the brand, but category 0:17:56.119 --> 0:18:01.000 who's like category wise top advertiser. Okay, Cuban, you know, 0:18:01.480 --> 0:18:05.920 um we it's interesting because it's changed a lot, and 0:18:05.960 --> 0:18:07.280 I think it's going to change a lot in the 0:18:07.320 --> 0:18:09.640 next few years. I think what we're seeing our brands 0:18:09.640 --> 0:18:14.200 that you guys have talked about who care about uh 0:18:14.400 --> 0:18:17.200 more than just having the best product in ex category. 0:18:17.280 --> 0:18:22.600 They care about consumers and what they're doing and and 0:18:22.800 --> 0:18:25.520 having a point of view on that stuff. So, um, 0:18:25.640 --> 0:18:27.119 you know, I'll tell you who I love to have 0:18:27.520 --> 0:18:29.959 you just you see with them the Cards against Humanity 0:18:30.000 --> 0:18:32.919 people did the wall and then you could get anyway. 0:18:32.960 --> 0:18:36.680 I just thought, you know they are Actually that would 0:18:36.680 --> 0:18:40.120 be such a fun partnership with you guys, so fun. Um. 0:18:40.200 --> 0:18:43.360 We have partnership with Rosetta Stone interestingly, But the idea 0:18:43.480 --> 0:18:46.760 was about we're seeing people as being different languages. As 0:18:46.840 --> 0:18:50.240 border walls go up, people are more open and interested 0:18:50.280 --> 0:18:53.960 than ever before in connecting with people that aren't from 0:18:54.000 --> 0:18:59.119 that um from UM they're saying geography, background, et cetera. 0:18:59.240 --> 0:19:01.040 So there's a fast extady that came out this year, 0:19:01.160 --> 0:19:04.240 UM from like really similar people at like Nancy Colleges. Uh. 0:19:04.280 --> 0:19:06.719 And the study was way sort of thing. The study 0:19:06.840 --> 0:19:09.640 was there has been an unpresident arise in interracial marriages, 0:19:09.680 --> 0:19:13.119 and that exactly correlates to when we saw dating apps 0:19:13.119 --> 0:19:16.920 come onto the scene, and that is so exciting. Community borders. 0:19:16.960 --> 0:19:18.960 It breaks down to ours exactly and you know, so 0:19:19.000 --> 0:19:21.440 we we have we work with some really um clever 0:19:21.520 --> 0:19:23.399 social scientists and people that are wet silier than us 0:19:23.440 --> 0:19:26.359 and say, hey, so why are we attracted to attracted to? Right? Like, 0:19:26.400 --> 0:19:28.959 that's one of the most basic questions. It's fascinating. One 0:19:29.000 --> 0:19:31.240 of the elements, one of the ingredients, if you will, 0:19:31.440 --> 0:19:36.520 of attraction is familiarity. Um, most people are attracted to 0:19:36.560 --> 0:19:40.119 what they grew up with because it's familiar, and we 0:19:40.119 --> 0:19:43.360 don't understand, you know, subconsciously why we attracted what we attracted. 0:19:43.359 --> 0:19:45.560 But that's one of the drivers. So what happens is 0:19:45.600 --> 0:19:49.640 in a dating app, you may not may you will 0:19:49.720 --> 0:19:53.320 be exposed to more people than, um, what you grew 0:19:53.400 --> 0:19:56.479 up with, and you start to break down kind of 0:19:56.520 --> 0:19:59.720 the paranters that maybe you had. My husband's Asian If 0:19:59.720 --> 0:20:00.920 you ever might I have been married to an Asian 0:20:00.960 --> 0:20:03.480 Australian guy as a girl growing up in Indiana, I 0:20:03.480 --> 0:20:08.920 would have said that sounds fun. I guess, like, you know, um, 0:20:09.320 --> 0:20:13.040 and and that's awesome. Less in ten percent of people 0:20:13.040 --> 0:20:15.920 and okay, Cupid even use a race or an ethnic 0:20:16.000 --> 0:20:20.159 filters and ten percent, isn't that great? We're all and 0:20:20.200 --> 0:20:22.679 we don't we we do not let you tell us 0:20:22.680 --> 0:20:24.800 here's the eye color and the hair color that we 0:20:24.800 --> 0:20:29.240 don't we don't allow that. We don't want to encourage that. Um. 0:20:29.400 --> 0:20:31.840 I want to be about the story and are they 0:20:31.880 --> 0:20:34.639 funny and all these things. UM, So we're seeing some 0:20:34.800 --> 0:20:38.720 very really really fascinating shifts. Um you know, okay, cue, 0:20:38.720 --> 0:20:40.760 but it's the most interesting because we have such a 0:20:40.760 --> 0:20:43.439 a thriving presence in city. So you can san do 0:20:43.440 --> 0:20:45.920 you guys work with like anyone in like on a 0:20:46.280 --> 0:20:50.399 on a like n GEO level government level. Like some 0:20:50.480 --> 0:20:55.480 of this data is freaking fascinating. Is rightly different type 0:20:55.520 --> 0:20:58.119 of census data. It's it's fascinating. It's interesting. We we 0:20:58.160 --> 0:21:00.600 did it. We did a big debate this week actually 0:21:00.920 --> 0:21:04.360 um on our dating apps killing romance. And by the way, 0:21:04.359 --> 0:21:06.200 we won the debate in a bit. And and they 0:21:06.200 --> 0:21:08.480 take these very seriously deep Ac Chopra and Peter Teal 0:21:08.680 --> 0:21:11.400 and Malcolm Gladwell all these people do this debate called 0:21:11.400 --> 0:21:17.760 intelligence square and and we looked at we can't share 0:21:17.880 --> 0:21:20.600 our data unless you know or we have to be 0:21:20.640 --> 0:21:23.040 very careful to and when we are. But UM, one 0:21:23.080 --> 0:21:25.680 of the allow of the day points ruling as the 0:21:25.800 --> 0:21:30.280 rising number of marriages and the rates of divorce are falling. 0:21:30.480 --> 0:21:32.919