Bumble refreshes brand, launches new conversational features

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Women-first dating app Bumble unveiled a refreshed visual identity and a new global campaign, underscoring the company’s continued commitment to making dating better for women.

The campaign coincides with the dating app expanding upon its signature 'make the first move' functionality with the launch of 'opening moves'.

'Opening moves' gives women the option to set a question that their matches can respond to, adding more ways to open a conversation while keeping women in control.

Women can use one of Bumble’s recommended 'opening moves', or craft their own. According to Bumble’s research, nearly half of women (46%) surveyed on Bumble shared that having more ways to start a conversation would make their dating app experience even better.

Additionally, Bumble is making its profile creation quicker and more intentional, expanding its dating intentions and making updates to its compatibility algorithms.

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This brand and product evolution marks a significant moment for Bumble, brought to life by a global marketing campaign with high-impact digital and physical out-of-home (OOH) in more than 10 countries, with messaging such as “We’ve changed so you don’t have to.”

Bumble’s campaign also features a new video that recognises the exhaustion some women feel with online dating when their needs and experiences are not prioritised, and the women-first solution Bumble provides.

In the video, a woman says that she is swearing off men and enters an all-women community. There, she notices a gardener who she is attracted to. She is then handed a phone with Bumble opened so that she can make the first move.

“We have always taken our lead from the amazing women in our community. Today, they are looking for more choice and ease in their dating life and with the launch of 'opening moves', Bumble is continuing to put women’s experiences first,“ said Selby Drummond, Bumble’s chief marketing officer.

“With this new global campaign, we wanted to take a fun, bold approach in celebrating the first chapter of our app’s evolution and remind women that our platform has been solving for their needs from the start," added Drummond. "As we roll out these exciting updates to our product, our core principle remains the same: empowering women in every connection and in every relationship."

In the days leading up to the announcement, Bumble teased the global launch with a Renaissance-style campaign hinting at the fatigue some women feel when online dating.

The teaser campaign also featured larger-than-life cloud-themed beds via augmented reality, a nod to the campaign's 'tired' theme, short-form content, projection mapping of the ads onto landmark locations, and social media memes.

Closer to home in Asia, the same teaser video was featured on Bumble's Instagram page, and the account’s profile picture was changed to an imagery of a ‘sleepy girl’. The campaign also features ‘Flip It’, a video hinting at the new changes coming up to enhance women’s online dating experiences, while still keeping them in control.

In Singapore, the launch will be featured in an OOH campaign for four weeks in Bugis MRT from 9 May onwards, and another four weeks in Dhoby Ghaut MRT from 23 May onwards.

Bumble is also rolling out a new app identity which includes a new logo, bolder fonts, and refreshed colours and illustrations.

The global campaign and new app design was executed in-house by Bumble’s Creative Studio.

Join us on 12 June 2024 for an exciting experience as Content360 makes its debut in Malaysia! Brace yourself to join the crème de la crème of the content marketing industry hailing from across the region. Immerse yourself in a dynamic atmosphere, and uncover the latest trends with thought leaders and solution providers from the realm of content.

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