Bumble’s real-world COVID-19 marketing campaign is downright inspiring

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WSB sports activities anchor and reporter Alison Mastrangelo lately shared a stunning and inventive advertising marketing campaign she stumbled upon whereas taking her pup for a calming morning stroll:

Discovering a bench in a park isn’t something new, in fact. However what she discovered was a lot, a lot totally different. 

The bench options solely two seats, spaced six toes aside. Portray on the again of the bench is: “I want house however solely like 6 toes” together with the Bumble brand. It additionally comes geared up with its personal hand sanitizer dispenser that upon nearer inspection declares Bumble’s mission of “creating secure, equal, and wholesome connections” with the hashtag #keepitcleanonbumble.

What’s Bumble? 

Bumble is a social matchmaking app that gives relationship, “BFF,” and enterprise pairings that, in line with Forbes, is valued at greater than $1 billion. They’re notable for being a feminist firm — for instance, on the relationship facet of their app, ladies looking for males are those who get to make the primary transfer. Males can not reply till a girl says hey, even when they mutually match.

So, what concerning the bench?

The bench is cute. Cheeky even. The intense yellow stands out towards the plush inexperienced environment and presents a satire to the present state of issues — clearly, folks can social distance and not using a socially distance particular bench proper 🤔.

However the genius of the bench is that it bodily represents the Bumble model mission in a approach that’s each useful — usually folks from the app meet in native parks, since many eating places and different public gathering areas have been closed — and promotional. 

Bumble customers can really use the bench as a gathering place, whereas others who might have by no means heard of Bumble previously could be intrigued to be taught extra about what the model has to supply. 

“We’re not a relationship app, why ought to we care?” 

We love this marketing campaign for 2 particular causes:

  • Bumble’s bench is a good instance of a inventive advertising technique that actually embraces the realities of the second. It is also an incredible reminder that the very best advertising proper now isn’t the advertising that clearly longs type normalcy or pretends as if the realities of the COVID-19 pandemic aren’t occurring. The important thing to creating this be just right for you is doing it in a approach that’s genuine to your model. It has to suit along with your voice, your tone, and it needs to be related.
  • Second, it is an excellent instance of methods to market a web based product in a tangible, offline approach that’s not a gimmick. As a substitute it is a real-life extension of the product itself — a bodily manifestation of the app’s intent to carry folks collectively in a approach that’s secure for all events.

So, it does not matter what you promote, bear in mind:

  • Your advertising proper now needs to be actual, related, and rooted in actuality. Do not sidestep COVID-19 in your advertising. Converse to it immediately.
  • Maximize alternatives to delight your ultimate consumers in sudden methods. Whether or not that is making a secure, sanitized, real-world expertise, or some form of digital equal. Suppose dimensionally about how somebody can expertise your product and your mission in a extra personalised and interactive approach.

Plenty of occasions it takes so lengthy to get an concept to fruition that the topic reference is outdated. When going the cultural relevance route it pays to not overthink it. Roll with an concept and roll with it rapidly. Even when it flops the flop shall be rapidly gone as rapidly because the altering tide.

Featured Picture Credit score: Alison Mastrangelo 

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