Bumble Brief

Bumble

Create a new campaign targeting students, which promotes Bumble as a complete social networking app where users can not only find a romantic partner, but also a friend or a business partner. 

The Brief

Create a new campaign targeting students, which promotes Bumble as a complete social networking app where users can not only find a romantic partner, but also a friend or a business partner. 

Background

Who we were - Founded by Whitney Wolfe in 2014, Bumble began as a dating platform designed to let women make the first move, in order to change engendered stereotypes within society. 

Who we are – In 2016, Bumble launched a sub–platform, Bumble BFF, which helps users to find new friends. In October 2017, it launched its third sub-platform, Bumble Bizz, transforming Bumble into a multi-platform app. Bumble Bizz is a new networking vertical in the Bumble app. On Bumble Bizz, you’ll be able to swipe and match to make an instant connection with potential mentors, industry leaders, brands and potential business partners!

Who we want to be – Bumble, the multi-faceted social networking app, changing the way women connect and thrive. 

The Creative Challenge

Create a cohesive and well-rounded ad campaign that promotes Bumble to the female student population as more than just a dating app. Your campaign should promote Bumble as a social network that isn’t just about finding a romantic partner, and can equally be used to find new friends and business connections. We want the campaign to share the focus on Bumble BFF and Bumble Bizz, showcasing that Bumble is for EVERYONE. 

Your campaign should include imagery and video suitable for above-the-line marketing, YouTube advertisements, social media ads (for Instagram, Facebook, Snapchat), as well as out-of-home. 

We’d like to see a minimum of 6 pieces of content, including:

1. 1 x london underground advert - 6 sheet (1200mm x 1800mm)
2. 1 x bus advert - superside (658mm x 6108mm)
3. 1 x billboard - 96 sheet (1219.2cm x 304.8cm)
4. 1 x 30s video advert (storyboard acceptable)
5. 1 x 10s video advert (storyboard acceptable)
6. Instagram/snapchat story advert, in gif or video format - aspect ratio 9:16 (1080mm x 1920mm)

Please feel free to add any additional aspects, such as marketing stunts or events, to your campaign. 

Creative Considerations

The overall message — your campaign should communicate the ways in which Bumble Bizz and Bumble BFF can help you make connections; whether that’s new friends or beneficial business connections. 

Cohesiveness — One Bumble ad should remind you of another in your campaign, so it’s important for there to be cohesive branding throughout. 

Tone — content can be humorous or serious, all with a focus on female relatability and empowerment. 

Key visuals — Bumble has a very distinct look and feel. Please familiarise yourself with our brand guidelines and the overall ‘mission’ of Bumble. These, along with our specific Pantone colours and fonts, are available on request. 

Target Audience

Our target audience includes both existing users and potential users, many of whom will be yet to engage with the brand. Existing user aim: to set up Bumble Bizz and Bumble BFF profiles for a more well-rounded experience on Bumble. Potential user aim: to get to know Bumble as a social networking app with three sub-platforms. 

Our user profile currently is aged 18-35, however, with this campaign we would specifically like you to target the female student population.