So Bumble sees that women are 'choosing the bear' and decides that online dating is in trouble (particularly their app which is seeing women users just dwindle because it's terrible.)
So they wipe their platforms and tease a relaunch with a mini campaign that pretty much nails why women (esp Gen Z) are choosing the bear.
And the reason they're choosing the bear, which their campaign inadvertently shows, is that DUDES are terrible.
No social skills, gaslighting, don't even seem to like women, emotionally stunted, and just not very great overall too focused on fucking on the first date, don't seem to want to get to know the women, etc.
It tweaks their app, rolls out a bunch of new features like an AI to urge women to 'break the ice' faster (who asked for this).
And they run an ad that basically shows a young woman wanting to live her best life, swearing off dating, and going to some fucked up nunnery where she lusts after the hot gardener.
The Mother Superior of Celibacy I guess, gives her the Bumble app and she leaves. Presumably for a janky ass life dating tech bros from the bay area.
These are the problems:
One, don't fucking insult the intelligence of your target market.
Jesus christ.
Two, telling women who choose their own company that their own company is like going to a convent is NOT GREAT.
Three, women choosing the bear IRL are actually living really fulfilled lives and they look NOTHING like a nunnery. They're finding peace, self actualization, other friends, hobby farms, and doing incredible interior design on a budget while rescuing pit bulls.
THAT's what bros have to compete with. Not a convent.
FINALLY, the problem that needs to be solved isn't WOMEN. It's the terrible BROS.
But Bumble didn't brag about the wonder dudes they have on their app.
@DeliaChristina Well, and I’m old and haven’t used dating apps basically ever, but I thought Bumble’s whole thing was trying to pretend it was for women, by women…?? That seems like an especially big miss.
@thepoliticalcat@DeliaChristina willing to bet that this campaign (which has been pulled) was done in house and not by an agency, same as the Crush iPad campaign.
In both cases, they bought their own hype and mistook a VC hype reel for advertising
@flyingsaceur@DeliaChristina This is exactly WHY you need to use an outside agency. Altho that is not without its occasional pitfalls, at least you're getting a group more likely to see the issue thru neutral eyes.
@thepoliticalcat@DeliaChristina Exactly. And if the campaign is a flop, the agency takes the force of the blow. Doing it in house means you literally have no one to blame but yourself
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