Bumble Launches New Brand Campaign ‘Girls Will Be Girls’ Via TBWA\Melbourne

Bumble Launches New Brand Campaign ‘Girls Will Be Girls’ Via TBWA\Melbourne

Bumble, the dating app that empowers women to make the first move, has released its latest brand campaign ‘Girls will be Girls’ which focuses on the power of women making the first move.

The high energy creative, produced by TBWA\Melbourne in close partnership with Bumble and directed by Courtney Brookes at Eight, is a current reflection of Bumble’s mission to empower women to be in the driver’s seat of their dating lives by flipping traditional gender norms on their head.

Lucille McCart, Associate Director, APAC, PR + Comms, Bumble, said: “The idea for this campaign came from a conversation around why  the  freedom  that  comes  with  the saying ‘boys will be boys’ is rarely given to women.

“This led to us asking the question, what would ‘girls will be girls’ look like? The idea of the campaign is to remind our audience that women can do whatever they like, starting with making the first move. On top of that, the mood and energy of the campaign also serves to remind us that dating is meant to be fun as we head into summer.”

Courtney Brookes, Director at Eight, said: “I’m so grateful to Bumble and TBWA\Melbourne for recognising the importance of authenticity and the lived experience of women – especially the not-so-glam moments – and creating the space for these films to be made by talented women. My badass female driven crew added so much depth to the project.”

Like Bumble, Eight is women-owned and run and is committed to supporting female talent, with women making up 63% of the crew on the Girls Will Be Girls shoot.

The campaign will run across YouTube, catch up TV, Facebook, Tik Tok and Instagram, supported by Havas Melbourne.

The campaign is launching at a key time – as the warmer weather settles in, Australians’ interest in dating starts to blossom as we near peak dating season in early 2021. During the busy period between Christmas 2019 and Valentine’s Day 2020, more than 52.8 million messages were sent amongst the Bumble community in Australia.

Australian women have made the first move over 75 million times, with nearly billion messages sent on the platform in Australia. In 2020 alone there have been over 305 million messages sent on Bumble in Australia (from January 2020 – 17 November 2020) with nearly 42 million matches.

In addition, in Australia over 20% of people on Bumble are “new dawn daters” – those who are single after experiencing a breakup during the peak of the pandemic, with the largest breakup factor being the inability to see a partner.

More than 90% of Australian Bumble users claim to have experienced significant disruption to their lives in 2020, and 72% claim that 2020 has brought significant change to their dating lives.

Bumble’s research has indicated that 86% of Australian users are interested in IRL dating, so it is anticipated that more and more people will be turning to Bumble to make new connections and romances over summer.


Bumble: Lucille McCart, Charlotte Fleming 

Agency: TBWA\Melbourne

Director: Courtney Brookes 

Executive Producer: Lib Kelly


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