A new chapter of making moves

After a decade of revolutionising the way women date, Bumble is stepping into an exiting new era. The dating app, which launched in 2014 with the distinguishing feature that only women users could make the first move with matches, has undergone a revamp with a refreshed design, new features and a global campaign that speaks to people who are close to swearing off app-based dating. 

Bumble began teasing its campaign and redesign by deleting all its previous Instagram posts and sharing images, both art and real life, of women claiming to be “exhausted.” 

Since the beginning, with its unique women-focused niche, Bumble has claimed to be an app that facilitates gender equality in dating. But its own research reflects a desire for change in the user experience of such apps. The brand’s survey found 46% of women said having more ways to start a conversation would make their dating app experience better, while 68% said they struggle with people not being upfront about their dating intentions. 

Bumble’s campaign, which will run across 15+ countries in 10+ languages depicts women struggling with online dating fatigue. Both the films and out-of-home ads mix modern sentiments with old-fashioned images inspired by classical artworks. The global campaign will run across high-impact digital, OOH, TV, Cinema and more - as well as incredible partners and influencers.

With this relaunch, Bumble is doubling down on its commitment to putting women first. So, whether people are swiping for love, friendship, or anything in between, Bumble has got you covered.