Bumble has announced that it has partnered with Cosmopolitan to boost awareness of its virtual dating services. The initiative was developed in collaboration with JUMP, Havas Media Group’s content and partnerships hub.
The aim of the partnership is to promote the virtual dating services on offer to Bumble’s 84 million users, aiming to normalise virtual dating.
Naomi Walkland, Associate Director EMEA at Bumble, told Mobile Marketing: “During a period of social distancing, we want to make sure our users feel socially connected.
“We are committed to equipping our users with the right tools to stay connected. This partnership reinforces this message and supports our community to make meaningful connections during this time.”
In order to show that Bumble continues to be committed to supporting safe and equal virtual connections, JUMP proposed two partnerships: one with Global Radio, which launched on 20th April, and one with Cosmopolitan, which went live on 18th May.
Bumble’s partnership with Global was centred around a bespoke dating segment airing every day on the Capital Breakfast show. Hosts discussed dating advice, tips, and tricks with ‘Celebs Go Dating’ stars Tom Read Wilson and Anna Williamson, offering listeners the chance to call in or enter to win an ideal virtual date set up.
Bumble’s partnership with Cosmopolitan is targeted at women aged 18-to-35, through engaging social formats on Instagram, Facebook and Snapchat, bespoke videos, and native articles.
The content will aim to refresh the conversation around virtual dating, with tips and ideas that are relevant during lockdown and beyond.
Read more here.