BUMBLE
Dating app campaign
Creative Brief
Who (Audience)
Women age 18-35 who are looking to meet new people, date, or start a relationship. They like the convenience of dating apps because of their busy schedules. They like that they can meet people they might not otherwise cross paths within their day to day lives. The ability to control initial messages from matches and the female-centric focus of the app is especially appealing
Insight
Making the first move can be intimidating to many women since that has not been the traditional dating model
What (Problem)
I like that I’m in control with Bumble, but I’m nervous to make the first move. I want to sound funny, interesting, and smart
What (Solution)
Having a conversation prompt took the pressure off and made it so much easier to message someone I was interested in. Plus, I had a way better response rate than using my go-to greeting of ‘Hey’.
Storyboard
Swiping left a few times
Swipe right and matching with a really good one.
*Bloop!*
Text on the phone: "Ladies go first. Please send a message"
*Ominous music*
Judy, one of the female users, who is visibly stressed out about what to send after she was matched with someone
*Poof!*
A godmother appears over Judy’s shoulder in a cloud of smoke and glitter
Godmother: "Hey Sugar, I’m your Queen Bee Godmother. I’m here to help!"
Judy: "Wow this never happened to me on Tinder!"
Godmother: "You mean “1000 eggplant emoji messages” Tinder?"
The godmother appears on the scene with a giant phone showing the app's features of convo starters
Godmother: "Here at Bumble, we leveraged the
hive and provide you with Convo Starters cuz we know, you “get more guys with honey than vinegar”
Godmother: "Pick your characteristics and we’ll provide you with some great icebreakers that you can customize as you wish"
Judy scans the options and picks
*Are you a student loan? - Because you’ve got my interest*
The godmother winks then blows fairy dust which fills the frame with smoke and a sparkly effect
*Harp music*
The frame clears and Judy is now at a restaurant with the hunky guy she matched with.
Judy: "Thanks Queen Bee Godmother!"
Judy turns toward her date, they laugh and are enjoying each other’s company
*Cue logo bumper, music*
Godmother: "Try Convo Starter on the Bumble App and you too can have a “Queen, like me, in your corner”
Bumble ad
