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Bumble Rebrand Marketing Campaign Reaps Controversy


There have been a lot of big changes to the dating app Bumble this year.


From new CEO Lidiane Jones who took over in January, recruiting Barry Keoghan as a 'thirst-trap', to creating the "Opening Moves" feature which allows men to send messages first. This feature was questioned because it contradicted the premise of its previous founder.


After deleting all its old posts on Instagram, Bumble rebranded its social media platform.


The initial post featured women who were "exhausted" or tired of dating. Then this campaign was displayed on several billboards and was criticized by many users.


Unfortunately, the message conveyed offends users who adhere to the principle of not having certain relationships before marriage (a vow of celibacy).


Some of the messages read:

“Thou shalt not give up on dating and become a nun.”


“You know full well a vow of celibacy is not the answer.”


This message is considered to delegitimize women's freedom of choice. Many women speak up about "celibacy" and invite other women to remain principled according to their wishes.


Some users also regret that Bumble motivates women to solve their dating problems by having sex.

Bumble responded by apologizing via their Instagram post and removing all these messages from their marketing campaign.


What can we learn from this case? Listen to our community.


Community feedback provides valuable insights into what is working and what needs improvement. This information can guide the development of better products and services that meet the actual needs and preferences of customers. A brand that actively listens and responds to its community is often seen as more transparent, responsive, and customer-centric. 


Communities can be a rich source of information about market trends and emerging needs. By paying attention to what the community is discussing, brands can stay ahead of trends and adapt their strategies accordingly.


10/10 for Bumble's decision to apologize and immediately pull all controversial billboards. Admitting mistakes is a sign that a brand is listening to their community.

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