Bumble is a very clever concept – a girl’s club, without getting activist about it and giving it that name. It also allows men to join in, but women have to make the first move to engage with them. The online social connection platform that began as a dating site is now also a networking site – with Bumble Bizz (for professional networks) and Bumble BFF (for finding new friends).
The platform has just created a New York campaign. In a blog, founder, Whitney Wolfe Herd, explained, “New Yorkers were among the first to welcome this new way of connecting, and to really champion Bumble. You saw the value in a platform welcoming of all genders and sexualities…We’re so grateful that you’ve grown with us. We admire your hustle and your heart. We applaud your relentless advocacy for yourselves, your communities, and the causes you believe in.”
There are, though, plans to extend the campaign to other major world cities.
The campaign, which was created in-house with media by Noble People, includes mini-docos and OOH posters – 500 of them across NYC – as well as 500,000 placements on pizza boxes and coffee cups, full print wraps in the NY Post, a website, FindThemOnBumble.com and matched Instagram account. It’s a major local campaign. And it’s a campaign that brings connecting out into the open.
Every person featured, includes his or her name and occupation. It’s not about the connections that other people achieved, like most dating site advertising. It’s an invitation to connect. With 112 real people featured in the ads.
The users profiled range from the founder of SoulCycle to the former white house deputy chief of staff under Obama, with a whole lot of inspiring everyday people in between.
“We have the most vibrant community of users in the world, and we wanted to do something special to celebrate their authentic and inspiring stories,” said Whitney Wolfe Herd. “This collection of personal and vulnerable vignettes from real users captures the very essence of what Bumble is all about: honouring those that share our mission and values of kindness, accountability, empowerment and equality.”