Media Objectives

Wave I: Educate

May

The campaign will kick off with a bang. This wave will begin and end in May with the goals of building brand awareness and generating buzz through Guerrilla marketing and an organic media push. Bumble Bizz will achieve this by installing out-of-home assets such as wallscapes with staggering statistics and activations including murals in high traffic downtown locations of Seattle and Portland. These experiential tactics will generate conversations surrounding Bumble Bizz and what the brand stands for. Efforts will be supplemented by geo-targeting banner ads to individuals exposed to the placements. Promoted Facebook and Instagram posts that will further increase campaign awareness and reinforce Bumble as a brand that wholeheartedly believes in empowering women.

Wave II: Mobilize

June-September

The second wave of the campaign will be focused on increasing app downloads and Bumble Bizz acquisition conversions. This wave will take place from June until September and will be the most heavy up phase in terms of media efforts. The launch of the second wave will take place through programmatic native, out-of-home transit advertising, app store marketing and paid social ads, which will further be supplemented by over-the-top commerical spots, Spotify audio and influencer marketing in both primary and secondary cities. These efforts will help Bumble Bizz increase reach and stay top-of-mind for the target market. Bumble Bizz will also be launching a Kickboxing Series in Seattle and Portland, supplemented by social media promotion, in an attempt to break ground on the perception of the brand and help people see Bumble as fiercer than ever before.

Wave III: Revolutionize

October-December

The final wave of the campaign will be solidifying the newly transformed and recently acquired users to make sure they remain engaged. The third phase will commence with a Women’s Hackathon in partnership with Girls Who Code. Other efforts in this phase will include continued digital and out-of-home efforts, which will be tailored to the new content strategy. The campaign will be finalized by giving spotlights to users and showcasing their success stories on Bumble Bizz and through the events hosted. This wave will attempt to create a deeper brand personality to encourage users to remain active and continue empowering other women on the app even after they’ve made innital connections.