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Bumble: Make the First Move by MullenLowe

Agency: MullenLowe
Client: Bumble
Date: Sep 2021
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Bumble, the women-first networking app, today released its brand campaign for Southeast Asia, ‘Make the First Move’. The campaign seeks to empower women to take charge of their dating lives.

The launch film showcases Bumble’s mission to challenge traditional gender norms by encouraging women to make the first move, and highlights how taking charge can be exciting, empowering, and fun. The campaign production was women-led, shot with a crew with over 70% women representation.

The campaign comes at a key time for the Singapore market, as vaccination rates hit 80% and IRL activities are back on the horizon. In Singapore, majority of the Bumble community are happy to return to dating IRL, either with regular dates (45%) or with social distancing in place (45%). Just 10% are looking to only date virtually right now.

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