Bumble

Creative strategy for Bumble ad

2. Creative Strategy
Morgan Kohlmeyer

3. What is Creative Strategy?
●The creative strategy shows how the
advertising campaign seeks to meet the
advertising objectives of the business
○Can make or break a company
●Creative tactics are how you are going to
implement the creative strategy
●What is the advertisements “big Idea”
●Use paid, earned, and owned media to
convey message
○Budget plays a role

4. Symbolic needs are defined as
those comprising consumers
desire for self enhancement, role,
position, group membership,
affiliation and belonging.

6. Today’s Creative Strategy Executions
●More focused on digital marketing
○Utilizing online marketing channels to create experiences for consumers
○These channels include - email advertising, pay per click advertising,
search engine optimization, display advertising and social media
marketing

7. “Make the First Move”

8. Bumble History
●Founded in 2014
○Whitney Wolfe Herd
●Fastest trend in the dating app marketplace
○“The Feminist Dating App”
●Bumble, Bff, Bizz
●70% year-over-year growth
○Less than 4 years → over 40 million users
○Value: < $1 billion

9. The Bumble Brand
●Promise of feminism
●Bumble seeks to “end misogyny and empower
women around the world”
●Safe relationships
●Competitive Advantage
○Challenging the status quo

10. #inhercourt

11. The Campaign
●Launched: Sunday, February 3,
2019

●Consistent brand messaging
○Female-First: developed,
produced and led by a team
comprised entirely of women

12. Campaign
Teaser

13. Official Ad

14. Instagram
#inhercourt

15. Instagram
#madethefirstmove

16. Target Market
Bumble:
●“Anyone and everyone who has
ever wanted a meaningful
connection”
●Women and men ages 18-35
Campaign:
●Women of all ages
●Female ambassadors

17. Campaign Personality
●Parallels brand essence
○Female empowerment
○Friendly, Positive, Inclusive,
Credible
●Reminder to women everywhere:
they have the power to make the
first move

18. Appeal of Advertisement
●Emotional appeal
○Self-enhancement, role position, affiliation
●Celebrity Endorsement
○Global Advisor: Serena WIlliams
○“In my life, I can confidently say that I
would not be where I am today had I let
the fear of making the first move hold me
back… Think like a champion.”

19. Effectiveness of Campaign
●595 instagram posts since release
●2.4 million cite visits ^ 24%
○^ 54% after SB
●Gen Z social progressivists
●Media added value
○Owned → Earned
○Branding functionality

20. Marketing Mix
●Promotion
○Emotional appeals
○Brand awareness
○Earned media
●Price/ Distribution
○Call-to-action
●Product
○Experiential Marketing

21. Alternative Appeals
●Partnership with Spotify circa 2016
●Out-of-home campaigns
●Friendly exploitation of user data
●Global Reach
●Top-of-mind in saturated market