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Marketing Featured Southeast Asia

Bumble teams up with SG small businesses to launch ‘Date Do What’ campaign

Singapore – Dating and social networking app Bumble has teamed up with 13 local small businesses in Singapore to launch its ‘Date Do What’ campaign. Said initiative aims to ease the burden of planning for dates through partnerships with local businesses.

The campaign gives app users the opportunity to connect with others in real life and over a shared experience for 3 months from 4 July up until the end of September this year.

Through this collaboration, Bumble hopes to make dating fun and easy for people who are looking to make new connections through the app by providing them with over 13 activities or dining options to choose from, with exclusive discounts and packages curated specially for the Bumble community. 

According to Lucille McCart, Bumble’s APAC Director, of the 13 local businesses they are collaborating with for this campaign, more than half are women-owned or women-led, which was really important to them when developing this campaign and is just one more example of how the app is committed to empowering women in Singapore and across the globe.

“Bumble exists to empower new connections and foster healthy and equal relationships. Now more than ever, singles are eager to connect in-person as pandemic restrictions are being lifted in Singapore and around the world. Our partnership with local small businesses through ‘Date Do What’ allows us to provide our Singapore community with personalised date recommendations that play to their passions and lifestyle preferences. This helps create a fun environment for singles to bond with their dates, and hopefully develop meaningful and lasting connections,” McCart said.

Under its specially curated ‘Date Do What’ campaign, Bumble has identified the following partners to cater to its community’s diverse interests, namely ‘Adventurous’, ‘Foodie’, and ‘Artsy-Fartsy’.

In Singapore, daters on Bumble are keen on in-person experiences, with ‘Going Out’ being the second most used Interest Badge on daters’ profiles. The Bumble community in Singapore also have a wide array of interests — ‘Sports’ is the most popular interest badge adopted by Singapore daters, although many have also used the ‘Food & Drinks’ or ‘Foodie’ badges on their profiles. 

Besides offering daters a list of recommended date activities, the ‘Date Do What’ campaign will also feature a ‘Date Generator’ questionnaire to help daters find the perfect date experience. By answering a short list of questions to fine-tune their preferences, daters can get personalised date recommendations from Bumble’s curated list of activities that are uniquely tailored to match their hobbies and interests.

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Marketing Featured Southeast Asia

WATCH: Bumble launches first-ever brand campaign in PH

Manila, Philippines – Dating app Bumble, the disruptor in the dating scene founded in 2014, has released its first-ever campaign for the Philippines. The app currently has presence globally in 150 countries, where in Southeast Asia, it’s present in markets such as Indonesia, Malaysia, and Singapore. The campaign titled ‘Make the First Move’ is the first-ever communications of the brand in the country.

With the emergence of the internet, dating apps, in recent years, have become increasingly popular among young people, embracing it as a go-to opportunity to meet and mingle with other people.

Bumble, the women-first dating and networking app, has just released its first brand campaign for the Philippines, which seeks to empower women to take charge of their dating lives.

Bumble enables women to send the first message to start a conversation with a match, setting the tone for ‘kind’ and more ‘respectful’ communication and relationships.

The new campaign, which was created in collaboration with integrated marketing agency MullenLowe Singapore, aims to showcase Bumble’s mission to challenge traditional gender norms by encouraging women to make the first move.

The ‘Make the First Move’ film highlights how taking charge in dating can be exciting, empowering, and fun for women. Staying true to its mission for women, the production for the campaign was also women-led, shot by a crew with over 70% women representation.

Lucille McCart, Bumble’s director for APAC, believes that equitable relationships are key to a happy and healthy life. 

“This campaign shows that while putting yourself out there to make the first move can be taking yourself out of your comfort zone, it can also lead to feeling more empowered, more confident, and making meaningful connections that can lead to lasting relationships,” said McCart.

Bumble believes the campaign comes at a time when Filipinos are leaning into virtual dating, given the impact of the pandemic and strict lockdowns. According to the platform, about 30% of people on Bumble in the Philippines said they want to date virtually only, while a further 42% said they are open to socially distanced dating, with just 25% still preferring to date in real life. 

The film will run across Facebook, Instagram, and YouTube, as well as TikTok, and local OTT platforms throughout September 2021.

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Platforms Featured Southeast Asia

Bumble introduces in-app ‘I’m vaccinated badge’ in Singapore

Singapore – Realizing that more consumers are putting more emphasis to their health care in the mid of a pandemic, dating app Bumble has announced its ‘I Am Vaccinated’ badge across its users in Singapore, which shows the users a badge that affirms the user’s participation to their respective vaccination campaigns locally.

The new badge feature starts to roll out in Singapore next week, where users can add the badge to their profile, which will be shown to their potential partners when they use the app.

This feature was added onto the platform as Bumble has seen a steady increase in the number of people who have included the word ‘vaccine’ or ‘vaccinate’ in their profiles after the first COVID-19 vaccines were administered earlier this year.

According to Lucille McCart, director for APAC at Bumble, COVID-19 has significantly changed the way we have formed and strengthened social connections in light of lockdowns and social distancing measures. She added that they know that single individuals are still actively looking to take control of their dating lives as the situation turns for the better.

“Conversations around COVID-related safety remain a priority for our Bumble community, so it is important for us to make it easier for people to feel comfortable and assured while they forge new connections. With the new ‘I’m Vaccinated’ badge and other safety features, people can easily communicate their dating preferences on the Bumble app,” McCart stated.

Bumble has existing COVID-19 related features in their app, which includes the COVID Preferences Center within the app, which allows its community across the globe to indicate what kind of dates they feel comfortable going on — whether purely virtual, socially distanced, or socially distanced with a mask when local restrictions permit.

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Marketing Featured APAC

Marketer’s guide to online dating apps

The pandemic has interrupted face-to-face social interactions, but it did not stop people from wanting to have social connections. Tinder recorded more than 3 billion swipes on March 29, 2020, which sets the highest single-day record in the history of the dating app. For Bumble, video and voice call usage has increased by 21 percent during the pandemic. As people stayed indoors due to state-imposed lockdowns, users are leveraging the messaging and video calling features of online dating apps to meet new people and expand their social circle.

With the increasing internet penetration rate, the Asia Pacific (APAC) market is catching up with other regions in terms of dating app usage. According to market research, APAC will show the highest growth rate by the year 2025. While the opportunities for growth in the online dating industry are significant, companies within the sector must take steps to know what works for mobile marketing in this emerging and highly-competitive market. A strategy that focuses on user acquisition, monetization, and retention will play a vital role in determining the success or failure of a dating app.

Knowing the app users’ behavior is a critical step. Online dating apps should find the right technology and leverage the data that they have to reach their target audience, and provide a user experience that is fun, unique and responsive. Brands that make data-driven decisions are more inclined to see a remarkable difference in parameters such as the number of users, session lengths, and engagement.

Here are some tips for marketers to improve their online dating app’s overall performance:

1. Find the right time to engage with users 

Anonymized user data from mobile measurement company Adjust’s top dating apps for the year 2020 shows that installs and sessions are highest on weekends. Installs begin to pick up on Fridays and are seen to be at the highest on Saturdays. Time spent within the apps is also significantly higher on weekends as shown in the spike of session length on Saturdays compared to other days of the week. Finding the right opportunity to engage with the target audience and users is crucial in improving installs and increasing user retention rates. By looking at data, online dating apps can adapt a marketing plan that can help achieve the desired results.

2. Keep the interest high

Session length spikes early for dating apps, which suggests that users of the app start looking at matches and interact with potential partners upon download. When compared with gaming or news apps, the session lengths increase as the users become more familiar with the game or begin to appreciate the benefits of the news app. However, for online dating apps, the initial buzz can wear off quickly and session length starts to drop off towards day 30. Online dating apps need to consider this difference in usage patterns to improve user engagement. Personalized, impactful, and perfectly-timed push notifications are a tried and tested approach that encourages and motivates users to come back into the app. By leveraging data, online dating apps can effectively segment users and tweak the frequency of the message to achieve optimal results.

3. Understand what brought the users to your app

Subscription is the primary monetization model for online dating apps. Unlike gaming or news, dating app users’ motivations are very different since the goal is to find a partner and leave the app. Investing in event tracking can help online dating apps understand the user’s overall app experience. Brands can measure the entire subscription funnel and leverage this data to build accurate lifetime value models that increase investment returns. It is essential to analyze the entire customer lifecycle – from what brought them into an app when they have activated their trial and the detailed journey behind each subscriber until they cancel and even reactivate.

4. Protect your app users

On forums and social media platforms, users of online dating apps complain about having their experiences ruined by fake accounts. Using bots, fraud actors are generating fake accounts on a big scale to be used for fake likes, views, and comments, and lure users into scams. Fake accounts are also being used to spread spam linked to other sites. Bots can take automatic actions and stay active for extended periods in the platform, which can cause substantial damage by interacting with many users.

To protect users, online dating apps need to ensure that there is a function within the app to report if the users have interacted with a bot. By installing this feature, users are able to help out in cleaning the app’s user base. Behavioral biometrics is the gold standard for bot detection.

Machine learning models that analyze various biometric indicators are so complex that it is almost impossible for fraudsters to spoof. By separating the patterns and behavior of real users from those of bad actors, online dating apps can ensure that users are protected.

With the pandemic drastically changing how people interact and with the growing acceptance of online dating apps, the online dating industry presents numerous growth opportunities. Dating apps aiming to make inroads in a highly competitive market must invest in maintaining a positive user experience, as well as building and sustaining a good reputation.

The article was written by April Tayson, Regional VP INSEA at Adjust.

Adjust is a global mobile marketing solutions firm.