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As Bumble has a strong brand presence in the dating arena, launch efforts strategically focused on Bumble Bizz and Bumble BFF.
To capitalize on the media focus, we launched with a national moment timed to strategically insert Bumble into the gender equality narrative. Right now, few topics generate more of a positive rally cry than the gender wage gap - so here is how we Made the First Move.
On Ontario Pay Equity Day (April 9), Bumble planted a firm stake in the ground where the gender wage gap was felt most. That morning, in the financial district of Toronto, and near Parliament Hill in Ottawa, bright and colourful trucks popped up amidst the towers of the most powerful businesses in the country and sold hot cups of coffee to passerbys.
The Spin - men were asked to donate $1.00 for a coffee, while women were asked for just $0.88. Visitors to the stunt were able to participate in learning about the Bumble Fund and how proceeds from the sale went to help women entrepreneurs Take the First Step in building their businesses. This greatly served and delivered Bumble’s message of women’s empowerment and encouragement through clever, and highly instagrammable touchpoints.
Surrounding the activations locations the Bumble coffee truck was going to be positioned in (ie. FInancial District in Toronto and Parliament Hill in Ottawa), wild postings and sidewalk spray paint stencils were placed in order to expand the awareness of the gender wage gap and provide instagrammable moment.