EDTIMES – Jan 5 – Bumble has started an aggressive marketing campaign in India to establish themselves in this highly lucrative market. In their video ad, PeeCee (Priyanka Chopra) is shown to be first a corporate hotshot, with the title "Ambitious, not loose" followed by her being involved with her family with the title "Busy, not loose" and finally her taking off a jacket in the gym with the title "Equal, not loose". It's pretty clear that this is a shot at Tinder and it's user base which is widely perceived preferring the hookup culture instead of serious dating culture. Tinder has stepped up its marketing campaign as well. It is telling the market that all of this serious dating stuff is for adult, and adulting can wait.
Category: Bumble
Tinder Usage Via Facebook Login Is Sinking
THINKNUM – Jan 4 – As people learn more about the sketchy ways that Facebook has handled personal data – especially when it comes to third-part apps – it's possible that they've moved away from using Facebook login. At this time last year and the year before it, Tinder saw a noticeable lift in December. So is it just Tinder, or the dating app world in general? Bumble doesn't have a noticeable drop in usage. Instead, there is a healthy jump in rank in November as we enter the holidays followed by a consistent user rank since.
See full article at Thinknum
Serena Williams to Take Bumble’s Woman-first Message to Super Bowl
REUTERS – Jan 3 – Tennis champion Serena Williams will star in a year-long marketing campaign for Bumble that will kick off with a message of women's empowerment during the Feb. 3 Super Bowl. In the campaign called "The Ball is in Her Court," Williams will urge women to make the first move in all aspects of their lives. The campaign will appear across multiple platforms, Bumble said, and its debut will coincide with the Super Bowl. Bumble declined to say if the campaign will include a TV commercial during the game.
by Lisa Richwine
See full article at One America News Network
US Dating Apps Woo Indian Market
FINANCIAL TIMES – Dec 30 – Bumble launched in India earlier this month, with the high-profile backing of Bollywood actress Priyanka Chopra. At the same time, Tinder has rolled out new features designed to cement its foothold in the country, where it has been operating since 2015. Happn, which matches app users who have crossed paths in real life, has become one of the most downloaded dating apps since coming to India last year. Yet the companies may find Indians difficult to woo. Homegrown matchmaking services with names such as Shaadi.com and Mumbai-listed Matrimony.com, which went public last year in a $78M listing, flourished in India since long before smartphones. According to Matrimony.com almost nine in 10 marriages in India are arranged. But Matrimony.com's share price has fallen 45% over the past year, and profits in the most-recent quarter fell 30% YOY to $1.9M. The foreign apps have yet to prove that the Indian market can be lucrative. Whitney Wolfe, Bumble's CEO and founder, said: "We're entering with purpose, with mission, with a really nuanced, customised product." Far more men in India use dating apps than women, who often stay away due to safety concerns and stigma. ~85% of Happn's users in India are men. But Bumble argues its women-first brand and safety features mean it is best placed to attract female users. In September, Tinder introduced a tool that also gave Indian women the prerogative to initiate a conversation with a match.
by Benjamin Parkin
See full article at Financial Times
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The Rise of Right-wing Dating Apps
VOX.COM – Dec 26 – In recent years, a crop of conservative dating startups have launched. Some, like Righter and Conservatives Only, are only for conservatives. Others, like Donald Daters claim they're open to people of all political stripes who are interested in dating Republicans. Bumble has recently introduced a "filtering" feature that lets people weed out matches who don't meet their political, astrological, or lifestyle preferences. Emily Moreno, the founder of Donald Daters, said she once had a date walk out on her after she said she had worked on a Republican Senate campaign. Earlier this year, Politico magazine documented the dating trials of millennial Trump staffers, many of whom claimed that supporting the president makes them outcasts – even in Washington, DC. A 2017 survey by OkCupid found that 74% of its users considered voting for Trump a deal breaker. Donald Daters launched in October and claimed 20K downloads in the first few weeks after launch. Righter takes a different approach than Donald Daters. Righter is "for us, by us," founder Christy Edwards Lawton said. "Us," of course, means conservatives. Lawton said she got the idea for Righter after meeting a "beautiful" woman at a Republican fundraiser in Manhattan whose politics interfered with her dating life.
by Gaby Del Valle
See full article at Vox.com
Mark Brooks: The CEO of eHarmony talked to this point at Web Summit. See video.
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Bumble Ad Debut in India
OPW – Dec 20 – Bumble is launching its first campaign in India, featuring Priyanka Chopra Jonas, the brand ambassador and investor in the female-centric network. The ad, with the hashtag #EqualNotLoose, aim to fight gender stereotypes in India.
Judge Swipes Right on Tinder App Patents
LAW.COM – Dec 20 – U.S. District Judge Alan Albright ruled Tinder's interface is eligible for patenting, moving Match Group's suit against rival Bumble one step forward. The judge turned away Bumble's claim that two patents owned by Match Group are ineligible for patenting under Section 101 of the Patent Act. Bumble had argued the patents are directed to the abstract concepts of matchmaking and picking cards out of a stack. He also turned away Bumble's motion to dismiss Match's trade secret claims, saying it was too early in the case to rule on them.
by Scott Graham
See full article at Law.com
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Tinder and Bumble’s Recent Advertising Efforts
by Jonah Engel Bromwich
See full article at New York Times
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Bumble Is Announcing New Filtering Tool
by Madison Malone Kircher
See full article at New York Magazine
Bumble Faces Huge Backlash Because of an Abusive Ad Campaign
