Alexandra Williamson, Chief Brand Officer at Bumble, has given her thoughts to AdWeek in a feature on ‘challenger brands’.
She argues that companies can look to integrate empathy as a way to better engage with consumers.
At Bumble, this involves standing up for its users and being vocal about the brand’s values.
In the past, this has included calling out specific male users for bad behaviour in open letters and sending flowers to individuals who have had bad experiences on the app.
She said: “Our users come first before anything, before any of our marketing activations, because we feel like you can do the coolest activations in the world, but all of that doesn’t work if your users aren’t having a good experience on your platform.
Bumble recently launched a LinkedIn series which follows employees in on their morning commute.
They answer questions about their background, and describe life at the female-first dating app.
The first episode featured Director of Strategy Priti Joshi on her way to Bumble’s Austin HQ.
Read more here.