Bumble, the dating app designed with women in mind, has launched a new global marketing campaign and updated its brand look. This change reflects Bumble’s commitment to continually improving the dating scene for women.
Introducing Opening Moves
The latest feature, "Opening Moves," allows women to set the tone of the conversation by choosing or creating a question that their matches must answer. This addition aims to provide more control and variety in starting conversations, responding to feedback that nearly half of the women surveyed want more conversational options.
Global Campaign and Brand Evolution
With the tagline “We’ve changed so you don’t have to,” the new campaign is being showcased through digital and physical ads across over 10 countries. Bumble’s efforts also include a new video highlighting how the app prioritizes women’s needs and addresses online dating fatigue.
Campaign Details and Teasers
Leading up to the global announcement, Bumble released teasers hinting at the new features through creative augmented reality displays and social media campaigns. These included projections of ads onto famous landmarks and engaging short videos.
Special Focus in India
In India, the campaign will prominently feature in Mumbai and Delhi during the latter part of May. High-impact ads will be displayed at major traffic signals and shopping malls, ensuring high visibility.
Redesigning the Bumble App
Bumble has also revamped its app with a new logo, bolder fonts, and vibrant colors to enhance user experience. Research indicates that a well-designed app can significantly improve usability and satisfaction for women.
