Bumble has been running its first Canada-only advertising campaign encouraging users to be clear about what they want to accomplish throughout the year.
Bumble Boldly was launched on New Year’s Day with help from creative marketing company Narrative, and focuses on women getting the most out of their personal relationships.
A recent survey issued by the social app found that 53% of Canadian women believed they were ‘settling’ in at least one of their relationships.
Country Lead for Canada Emily Ramshaw told BizBash: “Bumble Boldly ties into both seasonality – the new year and wanting to make resolutions and start off on the right foot – and brings our users and potential new users into the conversation by asking them to be vulnerable and say, honestly, what they want”.
A number of social media influencers were invited to a brunch in early January to discuss the campaign, and were asked to host their own small gatherings. Each attendee was hand-selected for their public honesty and how well they matched Bumble’s message.
A party was also hosted at Bangarang in Toronto, which transformed into Bar Bumble on Valentine’s Day. Over 300 people went to the event which was completely branded with themed merchandise, including matchmaking games and conversation starters.
Further, Bumble users at the University of Calgary were offered a free drink last Thursday at one of the Starbucks outlets on campus just for showing the app on their phone.
Chief Marketing Officer Samantha Fulgham recently explained how college students are an “integral part of [the Bumble] community”.