BUMBLE - BLACK HISTORY MONTH
Black daters are conspicuously underrepresented on dating apps. Bumble has a mission to remedy this, and the platform tapped Metallic to take action and create awareness during Black History Month, 2020.
Our response was “My Love is Black Love”, a candid, authentic video campaign that shares the relationship experiences of 30 black talent in the UK – both well known and everyday people – from the highs to the lows, the laughs to the struggles. In doing so, we painted a nuanced picture of what Black Love means in 2020, putting a real-life lens on dating stories for a social audience. We then lined up media coverage and a podcast series to fully land our message within the wider cultural conversation. The result was a surge in voices, opinions and stories within the space, bringing Bumble and Black Love to the forefront at a key moment in time.
Black daters are conspicuously underrepresented on dating apps. Bumble has a mission to remedy this, and the platform tapped Metallic to take action and create awareness during Black History Month, 2020.
Our response was “My Love is Black Love”, a candid, authentic video campaign that shares the relationship experiences of 30 black talent in the UK – both well known and everyday people – from the highs to the lows, the laughs to the struggles. In doing so, we painted a nuanced picture of what Black Love means in 2020, putting a real-life lens on dating stories for a social audience. We then lined up media coverage and a podcast series to fully land our message within the wider cultural conversation. The result was a surge in voices, opinions and stories within the space, bringing Bumble and Black Love to the forefront at a key moment in time.
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MARKETING STRATEGY
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