MANILA, PHILIPPINES — Bumble, the women-first networking app, recently released its first brand campaign for the Philippines, ‘Make the First Move’, which seeks to empower women to take charge of their dating lives.
The launch film, produced by MullenLowe Singapore in close partnership with Bumble, showcases Bumble’s mission to challenge traditional gender norms by encouraging women to make the first move. On Bumble women must send the first message to start a conversation with a match, setting the tone for kind and more respectful communication and relationships. The Make The First Move film shows how taking charge in dating can be exciting, empowering and fun for women. The campaign production was women-led, shot with a crew with over 70% women representation.
Lucille McCart, Bumble’s APAC Director, said: “At Bumble we believe that equitable relationships are key to a happy and healthy life. This campaign shows that while putting yourself out there to make the first move can be taking yourself out of your comfort zone, it can also lead to feeling more empowered, more confident, and making meaningful connections that can lead to lasting relationships.”
The launch film will run across Facebook, Instagram, YouTube, TikTok, and local OTT platforms throughout September.
The campaign comes at a time when Filipinos are leaning into virtual dating, given the impact of the pandemic and strict lockdowns. 30% of people on Bumble in the Philippines have said they want to date virtually only, while a further 42% said they are open to socially distanced dating (e.g. wearing masks and maintaining a physical distance), with just 25% still preferring to date IRL.
For those looking to make a romantic connection on Bumble, the following advice is recommended:
- Verify your profile – the ‘blue shield’ helps in more ways than one. Not only do people with the blue shield increase their chances of matching, but it is also the second most used Filter in the Philippines – so make sure you verify your profile and don’t miss out on any connections!
- Make sure to fill out your bio – people on Bumble in the Philippines who complete their bio increase their likelihood of matching by 95% (compared to those that leave it blank)
- Use the maximum number of photos – people on Bumble in the Philippines who add 3 to 6 photos to their profile increase their likelihood of matching by 50% (compared to those with only 1 to 3 photos)
- Get social – by connecting your Spotify account you increase your likelihood of matching by 45% while connecting your Instagram increases your likelihood of matching by 40%
