Dating app launches ‘Opening Moves’ feature, allowing women to create questions to lead conversations.
O Bumble, the dating app where women make the first move, has unveiled a new visual identity and global campaign, further focusing on the company’s ongoing commitment to improving dating for women. The campaign coincides with the dating app’s expansion of its signature “Make the First Move” functionality with the launch of ‘Opening Moves’.
After ten years of transforming the way women date, Bumble is ushering in a new era with the launch of a feature that offers more options for women to form romantic connections. ‘Opening Moves’ allows women to create a question that their peers need to answer to start a conversation, increasing the number of ways to start a dialogue and keeping the control in their hands. Users can choose to use Bumble’s Opening Moves suggestions or create their own. According to an app survey, around 58% of women interviewed said that having more options to start conversations would significantly improve their experience on dating apps.
The new brand and product phase represents a pivotal point for Bumble, highlighted by a high-impact global marketing campaign, both digital and physical (OOH), that reaches more than 10 countries. The campaign has the motto ‘We change so you don’t have to change’. Additionally, a new campaign video addresses the burnout some women experience from online dating, highlighting how their needs and experiences are often not prioritized. The video highlights the solutions offered by Bumble that put women first.
“We have always followed the lead of the incredible women in our community. Today, they are looking for more choice and ease in their dating lives and with the launch of Opening Moves, Bumble continues to put women’s experiences first. With this new global campaign, we wanted to take a fun and bold approach to celebrate the first chapter of our app’s evolution and remind women that our platform is solving their needs from the start. As we roll out these updates to our product, our core principle remains the same: empowering women in every connection and every relationship,” said Selby Drummond, Chief Marketing Officer at Bumble.
In the days leading up to the announcement, Bumble promoted the global launch with a Renaissance-style campaign that hinted at the fatigue some women feel with online dating. The campaign, made up of teasers (short promotional videos) also featured exaggerated cloud-themed beds through augmented reality, alluding to the campaign’s theme of fatigue. It also included short-form content, projection of advertisements in iconic locations and memes on social media.
See the video and memes below:
Bumble is also launching a new app identity that includes a new logo, bolder fonts, and refreshed colors and illustrations. According to data from a global Bumble survey of 6,138 women ages 23 to 35, 3 in 4 (84%) women surveyed say the look and feel of a dating app is important to their overall experience, and 72% They say that a dating app’s visual identity can make it easier to use.
The global campaign and app redesign were executed in-house by Bumble’s Creative Studio.
*Cover photo: Disclosure/Bumble
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