While perusing #FindThemOnBumble’s Instagram account, I realized that the people featured in the campaign may be real people - real Bumble users - but they aren’t exactly ordinary. “It’s the people that you have the opportunity to meet, because those people can change your life in so many ways.” “We looked at a lot of different ways to showcase the people on our platform, because we realized that no matter how many product updates we do - we can make the best product in the world - our product is really our people,” Williamson told me. A selection of portraits from the #FindThemOnBumble campaign. The company also reached out to people it had worked with in the past. “Thousands” of people applied, Williamson said, though she declined to specify how many thousands. In an interview, Bumble’s chief brand officer Alex Williamson told me that the company scouted people for the campaign through “in-app initiatives where people could submit themselves or their friends for consideration.” In Bumble’s case, though, some of the real people featured in the ad also happen to be actors and models - and they’re ultimately the company’s real product. Dove’s “real beauty” commercials, which have been around for more than a decade now, “always feature real women, never models,” according to the company. Chevy is known for its bizarre commercials in which real people ooh and ahh over sensible family vehicles and the many industry awards those vehicles have received. The company’s latest ad campaign, which is called #FindThemOnBumble and reportedly cost several million dollars to execute, features 112 people whom the company has deemed its “most inspiring users” in New York.īumble is by no means the first company to use “real people” - meaning not models or paid actors - to advertise its product. You may soon drink coffee out of a disposable cup ensconced in a Bumble-branded sleeve, or be given a pizza box with Bumble’s logo printed on it, along with a portrait of one of its users.īumble is trying to take over the city, and it has enlisted its users to do so.
The dating/networking/friendship app rolled out a new campaign last week featuring billboards in Times Square, posters in subway stations across the city, and ads in the New York Post. If you live in New York City, Bumble wants to remind you that it exists.
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