Write your love story

The target audience of this campaign was young professional women aged 18 to 34. These women work long hours and do not have time for traditional dating.

See The Campaign

Single Minded Selling Idea

Confident women use Bumble to discover their love story.

Insights

1. Women want to write their own love story by taking on a more active role in their dating experiences.

2. Women receive an almost constant flow of messages on dating apps which forces them into a more passive role.

TONE

The tone of the campaign is empowering. It centers around the idea of gender reversal, with the woman taking on the traditionally masculine roles of making the first moves.

THE PROOF

Over 130 individuals took the survey provided by the campaign team. 88% of them stated that they believed in the idea of a love story and over 72% stated that they believed they could find love on a dating app. Over 60% of the respondents said that they would be comfortable with a woman starting the conversation on a dating app. Secondary research for the campaign also supported these findings and showed that dating app use, especially among our target audience, is on the rise.

Bumble stands in a unique position among dating apps. Women have to begin the conversation and the option to start the conversation ends after 48 hours. The conversation ends after two weeks, forcing an exchange of information if they wish to continue talking. This also cuts down on the amount of harassment that occurs on Bumble as opposed to dating apps like Tinder.

Primary and secondary research, as well as Bumble's own information, created the possibility for a unique advertising campaign. I researched dozens of articles and conducted over 130 surveys, created with team feedback, to help create a gender reversal campaign where women took on the traditional masculine role of the active participant in dating. Print ads showed a conversation between a woman and her Bumble match where she used "cheesy" pick-up lines, and created tv spots where women asked men out, asked them to marry them, and paid for dates.

In the Information Age, where the Internet has become the new "watering hole," women want and need dating apps where they can search for potential partners without worrying about being demeaned, harassed, objectified, or being forced into a more passive role. The women who use Bumble are mainly young professional women who are focused on their career, but want a relationship as well. They want a place to look for men who are also young professionals, who are polite, and who are alright with them being driven, focused women. Bumble is that place. It allows confident women to write their own love stories without taking a backseat or being a commodity like on other dating apps. The days of fairy tales are over, women do not sit back and let someone write about how Prince Charming found them, they find him on Bumble.