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Most of what I wrote about myself in the Nerve personals was untrue.

Speaking with Ad News, Bumble director of marketing Chelsea Cain Maclin says the campaign plays on the age-old pressure that women feel to marry a certain standard of man.

“We found it really empowering to encourage women to go after the dreams their parents had for their spouses and be the person you're expected to marry,” Cain Maclin says.

Bumble has previously not invested in significant advertising in this market, opting for experiential marketing, hosting an event in Bondi last week to celebrate the end of summer.

“If downloads are a result of the campaign that’s great, but we really wanted to spark real conversations around empowerment for people already using the app,” she says.

“Facebook is an app for people you know, whereas Bumble is the app for people you don’t know.

“If we are doing our job right, the dating app experience should be short, which is why we think it’s so important to touch people throughout their life through our other ventures.” Have something to say on this? Or if you have a news story or tip-off, drop us a line at [email protected] Sign up to the Ad News newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

“We could do that through the app, but we know that’s disruptive so we try to limit the amount we force our own brand upon users.” “Bumble’s values are at the core of all our marketing and everything we do.