Wing Women - Bumble
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Client
Bumble
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Category
Intergrated Campaign
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Tools
Illustrator, Premiere Pro, After Effects
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Start
date
17/02/ 2024
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End
date
120/3/ 2024
Overview
The "Wing Women" campaign was a collaborative project designed to elevate Bumble's presence and appeal to Gen Z, addressing their concerns about online dating's safety and authenticity. Our group was tasked with creating a dynamic, multi-channel campaign that would position Bumble as the ultimate matchmaker, surpassing the efforts of friends and family.
I played a central role in developing the overarching concept and managing audio-visual elements. This included crafting Instagram Reels and producing engaging radio advertisements that encapsulated our key message. My role as a flexible delegator ensured smooth collaboration across team members while maintaining a cohesive creative direction.
Problem
Awkward setups and chance encounters can lead to disappointment.
Objective
To position Bumble as the go-to dating app for young women.
Insight
People argue that meeting through dating apps is awkward, but being set up can be even worse in that regard..
Solution
To challenge the romanticised notion of being set up by highlighting the reliability of using dating apps like Bumble.
Concept
Wing Women. The concept centres around the idea that Bumble serves as a trusted ally and advocate for women on their dating journey.
About the campaign
Our campaign, rooted in the insight that traditional setups often fall short, aimed to position Bumble as the "better wing woman." We used Instagram carousels and Reels to engage Gen Z in their native digital spaces, employing humour and relatability to highlight Bumble's compatibility-focused matching.
Radio ads reinforced the theme, adding an emotional connection through storytelling. Posters and kinetic typography targeted women in high-traffic, female-dominated areas, blending bold visuals with persuasive messaging. The campaign's consistent tone and multi-platform strategy emphasised Bumble's ability to make dating less awkward and more empowering.