Although Bumble first launched as a dating app where girls make the first move, in recent years the social connection company has expanded into a global platform to connect friends via Bumble BFF and for professional networking via Bumble Bizz.
Collectively, Bumble serves as one app with three modes, united by a mission to "empower women and end misogyny."
Now, beyond supporting its individual verticals, Bumble is launching the #FindThemOnBumble campaign, designed to showcase inspiring people from its 40-million-strong diverse user base, kicking off first with NYC.
The creative, developed in-house by Bumble, features 112 real users, including the founder of SoulCycle Julie Rice and the former Obama White House deputy chief of staff Alyssa Mastromonaco.
“This collection of personal and vulnerable vignettes from real users captures the very essence of what Bumble is all about: honoring those that share our mission and values of kindness, accountability, empowerment and equality," stated Whitney Wolfe Herd, Bumble’s Founder/CEO.
The media plan, executed by Noble People, first launches in NYC with a video docuseries and out-of-home effort that will include over 500 hyper-targeted outdoor placements such as major subway station takeovers, storefronts, buses, as well as half a million messages on items like pizza boxes and coffee sleeves, as well as a full New York Post print wrap.
Additionally, the stories will play out online through a designed FindThemOnBumble.com website, along with @FindThemOnBumble on Instagram that will showcase a carousel of the most-inspiring users with profile pics and bios just as they would appear in-app, along with Instagram Stories featuring experts from the docuseries.
After NYC, Bumble plans to expand the campaign across major cities globally.