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.