don’t be fooled. as cool as it would be to work for bumble, they, in fact, do not know that i even exist. If your name is whitney wolfe herd, please hire me.

(In case you were wondering, I got an A on this.)

campaign

campaign

Dating shouldn’t be scary.

The idea for this project was to create a full integrated marketing campaign for a company of our choosing. I loved the idea of working for a dating app company.

I have tons of ideas on this topic, so this class was where I came alive as a student. See below for a multi-channel marketing campaign that Bumble could use to inspire safety while dating online with tools for meeting in person for the first time.

before you move forward–

for some people, this campaign might be triggering. proceed at your own risk.

trigger warning: sexual harassment, violence, and abuse.

The problem:

Many women are nervous about dating online, and harmful first dates are more common than you’d think.

dating shouldn't be scary

Protecting the Hive

See what the buzz is about.

A fully integrated marketing campaign that would reach broadcast television, podcast, radio, digital billboards, regular billboards, social media, and magazines.

This would be best implemented on the app, as well, where all current and new users would go through a brief course to bring awareness to dating safety, sexual harassment, and sexual violence. Resources shall also be available at all times for everyone to view. Users should recertify their safety-awareness course each year of being on the app.

Various KPIs can be implemented here to evaluate success. In-app surveys, brand awareness, usage of the app, number of clicks, and email open rates can be internally measured. External measurements may include podcast clicks, focus groups, out-of-app surveys, etc.

Budget: infinity!

The idea of this campaign was to create a series of short stories (inspired by Taylor Swift’s All Too Well - The Short Film) that would shed light on some of the fears women and men have while going on a date with someone they haven’t met.

This would then be followed by various graphics with rather stunning facts and statistics on them. These graphics can be used anywhere: digital billboards, social graphics, in-app reminders, etc.

I want it to be clear that the intention was to not show a male as the aggressor, but rather that males can also be victims.

The intention of this campaign is also to foster inclusivity. Statistics and research should also be conducted for various demographics like race, age, gender, and sexuality.

Billboard sample

magazine spread sample

In tandem with the release of these graphics, stats, and online e-course, Bumble would also open up restaurants in big cities across the world called “The Hive”. These restaurants would be best used for those who met on dating apps who have never met before with safety tips and tools built into the venue.

Secret call buttons under the table for safety.
Restroom attendants who can help patrons who may need assistance.
Safe valets and on-call drivers/taxis who can ensure a safe ride home.
Secret “safe drinks” to order on the menu if something is wrong.

In addition to all of this, The Hive could have themed nights for singles to find someone with similar passions as them (i.e. Swifities, Halloween-lovers, Disney Adults, foodies, etc.)