Wednesday, 22 March 2017

Upping the dating game

If you're a woman and you've used dating apps such as Tinder, you'll know that dating in 2017 has gotten weird.

Tinder is not for the faint-hearted. Most heterosexual women who've attempted it, have most likely experienced one of the following from a guy:

- a horrific pick up line
- an unrequested penis pic
- a hostile response when rejected

Luckily for me I've experienced all three. What a time to be alive.

Tinder is now probably best known as the app if you want something quick and easy.
According to a study last year, a third of men said they "casually like most profiles", treating it like a game; seeing who they match with for a quick ego boost with no intention of following it up.
Whereas 93% of women said they only match with guys who they are actually attracted to and want to date.

So in summary, dating apps were looking pretty bleak for women; leaving them with low confidence, feeling harassed or unfulfilled.

In 2013 came Bumble. The dating app where only the woman can talk first, and banned & blocked gross men from the app, helped women take back some control.

Whitney Wolfe, CEO & founder of Bumble actually used to work for Tinder, wanted to start up a dating app that empowered women to make the first move and feel confident about dating again.

So the reason for this post is that I've seen Bumble have been the first dating app to take to above the line advertising, not only promoting their app, but forging a campaign which encourages women to feel empowered in life as a whole, not just in dating.

"In every other facet of a young woman's life we are owning our worlds in a very independent way.
We work, we create, we support ourselves, and it's encouraged to do so. The only thing that hasn't caught up to that is how we date."

I really like this campaign as, not only have they already identified a huge and very real need for women with the app, but they have transformed "just another dating app" into a brand that has a bigger life purpose, meaning there is much, much farther they can go with this idea. The potential for growing this idea outside of a dating app means they're giving themselves a great long-term advantage in an extremely crowded, (and pervy), market.

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