Campaign: Bumble (Failure)

Case study: Bumble Dating App

Bumble is under fire for condemning women from taking a break from the dating world.

The unintended message this campaign is sending; “We know the dating game is rigged but you still have to play”

Women taking time for themselves and decentering men is working and they are scrambling to get them back in. Women are saying no to the same men they swiped left on, the same they put behind a paywall. They’re still getting the same crude and lascivious messages and pictures of “eggplants”, but Bumble needs women, as they are the product, they need to be able to sell them otherwise they’re losing market share. This is a ploy to shame and cajole women. 

Men are devolving and floundering, talking about ‘drizzle-drizzle” and playing games. Women are not falling for it. A major change is around the corner and Bumble knows this.