Online dating needs a detox.
Bumble dropped the ball with their anti-celibacy campaign, claiming it as the solution to modern dating. Losing the trust of their loyal users, they hit rock bottom. However, they also made an opportunity to do something different.
Making a move.
Inspired by Bumble's first mission to empower women to make the first move, The First Move campaign encourages all users to take a chance, be bold and put themselves out there–metaphorically and physically.
Campaign goals
Create lasting connections.
Making an unforgettable and unique experience that builds meaningful relationships.
Encourage meeting offline.
Counteracting the gamified experience with transactional connections and unrealistic standards from online dating.
Rebuilding brand loyalty.
Collaborating with Jellycat, a trusted and popular brand among target users to relate to them.
Product
Bumble's Question Game is elevated into a board game, making The First Move. Jellycat's bag charms are included as player pieces and memorabilia for matches. The unboxing experience weaves delight into the first meetup.
Watch it unfold.
Playing for keeps.
Taking a chance.
Memento for happily ever after.
Promotion
The First Move is promoted across three primary touch points: the Bumble app, social media and through its point-of-purchase display.
Sliding into their feed.
Meeting where they are.
Takeaways
Considering the full consumer experience
Thinking of how to convey the main message and build strong brand loyalty via each touchpoint was a challenge I enjoyed from this project.
Push the unconventional
Starting with creating custom dielines to thinking up game mechanics, I pushed limits and moved beyond only 'realistic' expectations in projects. Making it one of my most rewarding project.
