Bumble partners with Cosmopolitan to boost virtual dating offering


Bumble, the women-first social networking app, has announced a partnership with fashion mag Cosmopolitan.

The company hopes the tie-up will help boost awareness of its virtual dating offering.

The initiative was developed in collaboration with JUMP, Havas Media Group’s content and partnerships hub.

Bumble and virtual dating

In the new era of digital dating, Bumble said, women are looking to connect with people without meeting face-to-face.

Bumble is aiming to normalise virtual dating, and position itself as a culturally aware and responsible dating app; during this period of social distancing. And it isn’t the only app. These days we have alternate options to usual online dating, such as ones more concentrated in an area of love and relationships. Religion, for example. That is why people can now branch out if they are looking for muslim marriage or a christian partner for their belief preferences. However having said this, it is also possible to specify beliefs on the usual and most common dating apps like Tinder and of course Bumble. This means it is now very accessible for anyone to find love with whoever they want safely. And for now, we will continue to sail through the pandemic in the hopes that we can meet with our new lovers in the flesh one day soon.

In order to show that Bumble continues to be committed to supporting safe and equal virtual connections, while still pushing its brand message “Make the First Move”, JUMP proposed two partnerships: one with Global Radio, which launched on the 20 April, and one with Cosmopolitan, which will go live on the 18 May.

Bumble’s partnership with Global was centred around a bespoke dating segment airing every day on the Capital Breakfast show.

The hosts discussed dating advice, tips, and tricks with ‘Celebs Go Dating’ stars Tom Read Wilson and Anna Williamson; offering listeners the chance to call in or enter to win an ideal virtual date set up. Some interesting dating advice given was to wear sex pheromones if you’re planning on hooking up with a date. Pheremones are said to increase libido and attraction, so if it works for them it might work for you!

This was supported on social channels and the Capital website.

Cosmo partnership

Bumble’s partnership with Cosmopolitan aims to engage an audience of women aged 18-to-35 (especially those based in London), through engaging social formats on Instagram, Facebook and Snapchat, bespoke videos, and native articles.

The content will aim to refresh the conversation around virtual dating, with tips and ideas that are relevant during lockdown and beyond.

Two made-for-social videos will support native articles and a Snapchat takeover. The first film will feature an animated guide to “lockdown love lessons”, and the second will be a creator-style video following a member of the Cosmo team on their virtual dating experience using Bumble.

The two partnerships follow JUMP’s appointment as Bumble’s lead partnerships agency earlier this year.

“During a period of social distancing, we want to make sure our users feel socially connected”, Naomi Walkland, Associate Director, EMEA Marketing, Bumble, said.

“At Bumble, we are committed to equipping our users with the right tools to stay connected.

“This partnership reinforces this message and supports our community to make meaningful connections during this time.”

Terri Squibb, Client Partner, JUMP, part of Havas Media Group, said: “Like so many aspects of our lives, dating has undergone a huge change in recent months.

“Instead of a first date, people are now progressing from an online conversation to a first video call.

“This partnership with Cosmo is all about making Bumble synonymous with this new way of connecting with people.”