BUMBLE
MAKING THE FIRST MOVE
For the American online dating app Bumble, we were asked to create a campaign for the German market to promote the app —where women make the first move — and its unique offering. From the beginning, we wanted this to be an inclusive campaign that reflected Berlin’s authentic and liberal approach towards dating. The idea was to street-cast singles and couples from Berlin's trendiest neighbourhoods and bring them into the studio to talk about their online dating experiences in a fun and relaxed atmosphere. These interviews, which were to be distributed via Instagram and TikTok, were accompanied by an authentic out-of-home campaign.
YEAR
2017
INDUSTRY
Lifestyle
Lifestyle
SERVICES
Art Direction
Concept
Content
Copywriting
Data Analysis
Design
Film
Research
Strategy
CHALLENGE
Once we’d narrowed down the profile for Bumble’s ideal target group, we worked closely with the client to determine the best approach for reinforcing the brand’s positive messaging. We eventually alighted on a mix of digital, out-of-home and event initiatives, designed to make Bumble feel less like a brand and more like an approachable, supportive, and slightly sassy peer.
SOLUTION
We created and executed a diversified go-to-market strategy, from guerilla marketing campaigns and sampling to live events and giveaways, in locations across Germany. We designed each of these campaigns to bring the optimal amount of joy and humour into the daily lives of singles.
IN-DEPTH MARKET RESEARCH
To supply Bumble with the best possible understanding of their new market, we provided our client with an extensive consumer insight report on their target audience and German dating behaviours.
ENGAGING PROMOTIONAL ACTIVITIES
We organised promotional events where we distributed silly but useful tokens geared towards specific events and locations. We also facilitated man-on-the-street style giveaways, handing out playful love letters, chocolates and balloons to make passersby feel part of the larger brand journey.
MARKETING, WITH A SENSE OF HUMOUR
We made Bumble part of the urban landscape through Guerilla marketing techniques and out-of-home advertisements such as bright yellow stickers, featuring funny phrases; water-soluble graffiti, sprayed in front of popular haunts; and posters with tongue-in-cheek messaging.
Over the course of a year, we helped position Bumble as the premium lifestyle dating platform in Germany, making it the preferred choice in online dating for millennials.
