My interpretation of the brief

The brief 

 targeting students

promotes Bumble as a complete social networking app 

not only find a romantic partner, but also a friend or a business partner. 

Background

Founded by Whitney Wolfe in 2014

designed to let women make the first move

change engendered stereotypes  

2016, Bumble launched a sub–platform, Bumble BFF

2017, it launched its third sub-platform, Bumble Bizz

changing the way women connect and thrive. 

The Creative Challenge

appeals to the female student population as more than just a dating app.

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. 

Requirements 

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)

Creative Considerations

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 —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

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. 

female student population.