Bumble has launched the third instalment of its ‘Find Them On Bumble’ marketing campaign in London, after previously rolling out in New York and India.
The project is run for the professional networking mode Bumble Bizz, and details the experiences of real users. Its aim is to promote the diverse range of authentic and inspirational people that can be found on the app.
A total of 53 people were included in the push, which will feature billboards across London and a short online video where the stars explain why the UK capital is one of the best places in the world to be an entrepreneur.
The social app has also published a 60-page newspaper which features an interview and career advice from each of the participants. The paper is being handed out for free at tube stations.
Online bank Monzo’s head of marketing Tristan Thomas, founder of Gal-dem, a magazine for women and non-binary people of colour, Liv Little and investor June Agelides are among those featured.
Bumble’s VP of international marketing told Marketing Week: “We want to celebrate our users more than we want to celebrate our brand. We could have easily done a campaign that shows 25 celebrities and how they use it. It’s not realistic and it doesn’t work for us as a business.
“What we’re seeing working, is when the audience and general population feel like they can relate and they feel like a brand is being authentic and honest about what it offers.”
Troen also hinted that similar campaigns could be run in other UK cities, such as Manchester, Leeds or Edinburgh, if there is enough interest.
The first ‘Find Them On Bumble’ release came in October 2018 and featured over 100 New Yorkers who used any one of Bumble’s three modes. It was the female-first app’s biggest marketing campaign to date, and was reported as being a “mutli-million dollar” push.
The second was much smaller and highlighted 25 users, including Priyanka Chopra Jonas, across three Indian cities. Like the London launch, it also focused solely on Bumble Bizz.
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