What’s happened?

Bumble’s newest brand campaign, starring tennis champion Serena Williams, debuts this week during the Super Bowl on February 3rd.
The campaign has been produced entirely by women and will appear across multiple platforms with female empowerment at the forefront. Bumble has created the hashtag #InHerCourt to drive the partnership across social channels. The 30-second clip lives on the website besides a countdown clock to the campaign’s launch and a link to download the app.

The Media Store Take

The decision to debut on Super Bowl Sunday, historically the largest male-driven event is “ballsy” and will help to reinforce the brand’s mission to empower women and end misogyny all around the world. Bumble is no longer simply a dating app. Since it’s 2014 launch its business model has expanded to encourage friendship connections via Bumble BFF plus business networking with Bumble Bizz.

Recruiting Williams as global advisor exemplifies how to secure an influencer of substance who embodies the brand purpose, helping to promote Bumble’s additional functions through the creation of inspirational content. Consumer trends reveal we continually crave authenticity from brands, and whilst female empowerment has been commodified by many, Bumble is offering support to women authentically outside of their app, launching an investment fund for female-led startups. The “In Her Court campaign” builds on Bumble’s history by encouraging women to connect in new ways, whilst breaking down gender norms that have traditionally held women back in the business world.

Kate Ainslie