Bumble’s communication: a set of promises
- Fiona Vandevelde
- Oct 26, 2021
- 4 min read
Updated: Nov 30, 2021
At its native stage, Bumble made promotions in fraternities by offering free pizza and cookies in return to sign in. Now, the communication is wide and diverse, allowing it to differentiate from competitors and to claim its values.
Social medias
Communicating through social media is an important part of Bumble’s communication, one reason is because of its target but also because it is an online application. The company is really committed, mainly, on YouTube and Instagram. There are many varieties of videos’ themes, like tips, advice, or interviews of celebrities.
Influencers and ambassadors
The use of social media and influencers seems obvious for the company because of its targets. They have chosen different styles of influencers to promote different “modes”. For the “Bizz mode” they took career-oriented influencers, it helps to increase the credibility. For “BFF mode”, the company has opted for college students in big cities, who will be encouraged to meet new people. To finish, they have privileged influencers already fan of the app to more authenticity and real interest.
Bumble used to take powerful women with strong images to represent its brand, like Priyanka Chopra or even Serena Williams. In 2019, W. Wolfe chose the famous tennis woman for being its ambassador. In advertising campaign, S. Williams encourages women to make the first move, in all the aspects of their life, in relationships, in friendship and in professional life.
Video campaigns
By defining its growth strategy, the company internationalizes in India. It is a crucial and strategic market, there are huge numbers of people and fast adoption of digital devices. Bumble has invested a lot in advertising, to become one of the bigger competitors on the market. The country is still kind of traditional even if it is changing, the dating applications still facing challenges. Therefore, Bumble has launched different advertising campaigns, during the Covid-19 pandemic for example. One of the challenges is to attract women. That is why the company made a partnership with Priyanka Chopra, the famous Indian actress, she became one of the investors and will help for the expansion in India.
These campaigns have been successful, the number of users has quadrupled from 2018 to 2020, to surpass 2 million, and Indian women send twice the number of messages comparing women worldwide. Moreover, Indian women use more than one mode on Bumble, which makes India the first country which searches about “Bumble Bizz” according to Google trends.
On the French market, Bumble’s advertising movie has been done by Coralie Fargeat, member of « Collectif 50/50 » and advocates woman/man equality. This choice emphasizes the company’s values. The campaign shows women’s fears before a date in a humorous way and wants to reassure women. This ad targets mainly 25-30 years people.
Engagement
W. Wolfe is not only focused on corporate advertising but also takes part in events and societal issues to emphasize the company’s values. She wants to generate a real brand’s purpose.
Last 19th October, Bumble has opened a temporary Art gallery in Paris, in partnership with MTart. The objective is to spotlight the artist women and emphasize the lack of their representation in the Art world.
In 2021, Bumble launched the “All our moves” campaign for the “international women’s day”. The objective was to celebrate all the moves of women in their daily life.
All these engagements in societal issues, assert and support Bumble’s values.
Real-life experience
As we previously talked about with the Bumble gallery in Paris, Bumble succeeds to go online and offline. The company decides to offer a real experience to its customers by opening, from July 2021, a restaurant in New York, where users can safely date, in a familiar environment. This opening is a good communication to gain in visibility but also to show the company goes further, proving the company can be modern and offer nice experiences to its customers. That is a good way to demonstrate a company's values too.
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