Building Brand Trust through Campaigning and Collaborations

OkCupid Chief Marketing Officer Melissa Hobley has been credited with turning around a languishing brand in her nearly five-year tenure at the dating app, in part by fully embracing inclusivity. “The first part of the comeback was getting your attention and doing that in a bold way,” she says in conversation with Jackie Cooper, Edelman’s Global Chief Brand Officer. “We have earned trust by showing up in areas that weren’t necessarily good for business, that were provocative for us to be in….the trust part is so important for us,” she adds.