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Wednesday, October 27, 2021

‘Make The First Move’, says women-first networking app, Bumble

Conceptualised by MullenLowe Singapore, Bumble, the women-first networking app, has recently released its first brand campaign for Southeast Asia, titled ‘Make the First Move’, which seeks to empower women to take charge of their dating lives.

The launch film showcases Bumble’s mission to challenge traditional gender norms by encouraging women to make the first move. On Bumble women must send the first message to start a conversation with a match, setting the tone for kind and more respectful communication and relationships. The Make The First Move film shows how taking charge in dating can be exciting, empowering and fun for women. The campaign production was women-led, shot with a crew with over 70% women representation.

Speaking about the launch, Lucille McCart, Bumble’s APAC Director, said, “At Bumble we believe that equitable relationships are key to a happy and healthy life. This campaign shows that while putting yourself out there to make the first move can be taking yourself out of your comfort zone, it can also lead to feeling more empowered, more confident and making meaningful connections than can lead to lasting relationships.”

The launch film will run across Facebook, Instagram, YouTube, TikTok and local OTT platforms throughout September. To support the films, Bumble is also running OOH in key transit locations across Singapore in sites including Clarke Quay and Outram Park. The OOH features unique, localised copy such as ‘find the kaya to your toast on Bumble’ and ‘you me and BBT’. Bumble’s OOH in Singapore is being managed by Wavemaker.

Networking app Bumble empowers women to make the first move in first brand campaign for Southeast Asia via MullenLowe Singapore

The campaign comes at a key time for the Singapore market, as vaccination rates hit 80% and IRL activities are back on the horizon. For people on Bumble in Singapore, the community is split between dating IRL versus socially distanced dating (e.g. with a mask and maintaining physical distance) – 45% are happy to return to regular IRL dates and 45% are happy to date with social distancing in place. Just 10% are looking to only date virtually right now.

Networking app Bumble empowers women to make the first move in first brand campaign for Southeast Asia via MullenLowe Singapore

The pandemic has also seemingly made people more intentional when it comes to dating on Bumble. 54% of singles in Singapore say they are looking for a relationship on their Bumble profiles, while just 14% say they are looking for ‘something casual’.

For those looking to make a romantic connection on Bumble, the following advice is recommended:
Make sure to fill out your bio – people on Bumble in Singapore who complete their bio are 40% more likely to get a match than those that leave it blank.

Use the maximum number of photos – people on Bumble in Singapore who add 3 to 6 photos to their profile are 45% more likely to get a match than those with only 1 to 3 photos.

Use the lifestyle badges – people on Bumble in Singapore who add lifestyle badges to their profile are 2.3 times more likely to get a match than those who don’t. The most recommended badges are astrology (65% more likely to get a match), height (60% more likely to get a match) and exercise (60% more likely to get a match).

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