Context.

2020 has been a tough year for everyone due to covid19 and all the consequences it has brought into our daily lives. With no differences between those younger or older, back in 2019, it was normal to meet new people just by going to school, work, clubs, bars, and so on... It was normal to think ‘’let’s go out to meet new people’’, especially for some single people that want to find a future soulmate.

Everything has moved online, so the research of a soulmate did! Many researchers are saying that due to pandemic the use of dating apps to search for love has extremely increased: according to data company Apptopia, the top 20 dating apps have gained 1.5 million daily active users this year.

But how do you protect some youngs (new to this way to meet people) from weirdos or dangerous people? Bumble is a dating app founded in 2014 by a woman who has suffered from assaults and discrimination.

On bumble, for heterosexuals individuals, only women can take the first ‘’step’’ and to message the man once a match is made, to protect women from undesired messages. More in general, Bumble always tries hard to protect users and send the message of ‘’finding love’’ online and not just hookups, raising awareness on an app which is for every gender or sexual orientation.

We would like to focus on a brand that could partner in some ways with Bumble, to promote dating apps as love doesn’t stop only because of the virus, and in particular, we would like to choose Bumble (instead of Tinder or many others) so that at the same time we can focus on the problem that in 2021 many women still don’t feel safe, offline as online, and there are still different apps for different genders,
make it everything but inclusive.

WORLD STOPS, LOVE EVOLVES.

Title.

Tagline.

Message.

Going Steady.

Word Stops, Love Evolves.

We can use the digital world to find love and we can do it in a safe and genderless space to promote inclusivity and love, in a provocative but fun way.

Our Campaign.

Communication Plan.

WORLD STOP, LOVE EVOLVES.
This slogan will be seen in a capsule collection, and if someone buys any of the designated products in a Diesel Store, the customer will receive a month free of Bumble Premium, together with the manifesto of the campaign which will be written on a card.
In exchange, Bumble is going to give a 10% discount on Diesel's website when you download the app within the first 3 months of the capsule collection launch. Also, as on the app, we can see many articles which remind users to Bumble blog, we will have Bumble also show the Manifesto on the app.
Our marketing strategy for this campaign includes organic & paid posts on multiple social media platforms, Instagram being the focus, a video campaign, and a capsule collection with a manifesto.
Organic Post. Storytelling will be the highlight of this strategy, with a 3-day post-series. The series will show two individuals, a girl and boy who are lonely in their homes due to covid and decide to download Bumble to meet people. A nearly impossible task, especially in Italy, where many social areas were closed during the peaks of Covid-19. Clever captions will leave followers wondering what will happen next.
Paid Posts.
Video Campaign.
THE HIVE.
We will create two official Diesel accounts on Bumble, one for Zendaya and one for Ludovico. People who match with them will get to know the location of the exclusive pop-up store, where they will also find one of the influencers. Fans will have the chance to take photos with them and get all of their DieselxBumble capsule collection signed by the two. The pop-up itself will also be hidden to passersby.
The influencers will be using the “Bumble BFF”, a friend-finding section of the app so that it appeals to all new and current Bumble users, rather than the Bumble Date section where you have to distinguish your sexual preferences. With the Bumble BFF feature, we also avoid the rule of women messaging first.
We will have four different days, each with a specific location when the pop-up stores occur:
New York City - Los Angeles - Milan - Rome