Bumble
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The document discusses Bumble's 2019 "Make the First Move" advertising campaign. It aimed to empower women by promoting Bumble, a dating app where only women can initiate conversations. The campaign utilized social media hashtags and featured a teaser video and official ad showcasing women in powerful roles. It highlighted Bumble's message of female empowerment and its competitive advantage of challenging dating app norms. Initial results found strong engagement on Instagram and increased website traffic after the Super Bowl.
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alyan Chandra is a Hyderabad based Independent Digital Marketing Consultant & Trainer with 7+ years experience in Digital Technology & Transformation, Marketing Research & Strategy, Online Advertising & Promotions. He is also a consultant faculty for Annapurna International Film School.
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Influencers are the new celebrities
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Bumble
- 3. What is Creative Strategy? ● The creative strategy shows how the advertising campaign seeks to meet the advertising objectives of the business ○ Can make or break a company ● Creative tactics are how you are going to implement the creative strategy ● What is the advertisements “big Idea” ● Use paid, earned, and owned media to convey message ○ Budget plays a role
- 4. Symbolic needs are defined as those comprising consumers desire for self enhancement, role, position, group membership, affiliation and belonging.
- 6. Today’s Creative Strategy Executions ● More focused on digital marketing ○ Utilizing online marketing channels to create experiences for consumers ○ These channels include - email advertising, pay per click advertising, search engine optimization, display advertising and social media marketing
- 7. “Make the First Move”
- 8. Bumble History ● Founded in 2014 ○ Whitney Wolfe Herd ● Fastest trend in the dating app marketplace ○ “The Feminist Dating App” ● Bumble, Bff, Bizz ● 70% year-over-year growth ○ Less than 4 years → over 40 million users ○ Value: < $1 billion
- 9. The Bumble Brand ● Promise of feminism ● Bumble seeks to “end misogyny and empower women around the world” ● Safe relationships ● Competitive Advantage ○ Challenging the status quo
- 10. #inhercourt
- 11. The Campaign ● Launched: Sunday, February 3, 2019 ● Consistent brand messaging ○ Female-First: developed, produced and led by a team comprised entirely of women
- 12. Campaign Teaser
- 13. Official Ad
- 16. Target Market Bumble: ● “Anyone and everyone who has ever wanted a meaningful connection” ● Women and men ages 18-35 Campaign: ● Women of all ages ● Female ambassadors
- 17. Campaign Personality ● Parallels brand essence ○ Female empowerment ○ Friendly, Positive, Inclusive, Credible ● Reminder to women everywhere: they have the power to make the first move
- 18. Appeal of Advertisement ● Emotional appeal ○ Self-enhancement, role position, affiliation ● Celebrity Endorsement ○ Global Advisor: Serena WIlliams ○ “In my life, I can confidently say that I would not be where I am today had I let the fear of making the first move hold me back… Think like a champion.”
- 19. Effectiveness of Campaign ● 595 instagram posts since release ● 2.4 million cite visits ^ 24% ○ ^ 54% after SB ● Gen Z social progressivists ● Media added value ○ Owned → Earned ○ Branding functionality
- 20. Marketing Mix ● Promotion ○ Emotional appeals ○ Brand awareness ○ Earned media ● Price/ Distribution ○ Call-to-action ● Product ○ Experiential Marketing
- 21. Alternative Appeals ● Partnership with Spotify circa 2016 ● Out-of-home campaigns ● Friendly exploitation of user data ● Global Reach ● Top-of-mind in saturated market