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Case Study

Plenty of Fish Subway Takeover Doubles Engagement and Improves App Acquisition

Plenty of Fish Subway Takeover Doubles Engagement and Improves App Acquisition

Plenty of Fish Subway Takeover Doubles Engagement and Improves App Acquisition

Outfront Media
Pages 1 Pages

Plenty of Fish partnered with OUTFRONT to distinguish its dating platform among adults ages 25 to 35 and encourage healthier online interactions. The "Gallery of Dick Pics" campaign transformed New York's Broadway-Lafayette subway station with ads across turnstiles, stairs, walkways, and digital screens. Instead of explicit content, the creative featured men named Richard, Richie, or Dick, using humor to challenge the practice of sending unsolicited intimate images. The takeover increased awareness and improved sentiment toward Plenty of Fish as a more respectful dating option. Engagement doubled across its platforms, app installs rose week over week, and the cost per registration declined, showing that a provocative but purposeful concept could support brand perception and acquisition.

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