Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Read the Guide Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer?

What is <span>They Ask, You Answer?</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
learning_center_grey__Free Courses and Certifications.svg

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
Close
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Guide
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Bumble's real-world COVID-19 marketing campaign is downright inspiring

In a time of social distancing, dating app Bumble provides an inspiring "in the wild" marketing campaign all brands should take note of.

By Marcella Jalbert

Marcella Jalbert also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

Bumble's real-world COVID-19 marketing campaign is downright inspiring Blog Feature

WSB sports anchor and reporter Alison Mastrangelo recently shared a surprising and creative marketing campaign she stumbled upon while taking her pup for a relaxing morning stroll:

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Finding a bench in a park is not anything new, of course. But what she found was much, much different. 

The bench features only two seats, spaced six feet apart. Painting on the back of the bench is: “I need space but only like 6 feet” along with the Bumble logo. It also comes equipped with its own hand sanitizer dispenser that upon closer inspection announces Bumble’s mission of “creating safe, equal, and healthy connections” with the hashtag #keepitcleanonbumble.

What is Bumble? 

Bumble is a social matchmaking app that offers dating, “BFF,” and business pairings that, according to Forbes, is valued at more than $1 billion. They are notable for being a feminist company — for example, on the dating side of their app, women in search of men are the ones who get to make the first move. Men cannot respond until a woman says hello, even if they mutually match.

So, what about the bench?

The bench is cute. Cheeky even. The bright yellow stands out against the lush green surroundings and offers a satire to the current state of things — obviously, people can social distance without a socially distance specific bench right 🤔.

But the genius of the bench is that it physically represents the Bumble brand mission in a way that is both functional — often people from the app meet in local parks, since many restaurants and other public gathering spaces have been closed — and promotional. 

Bumble users can actually use the bench as a meeting place, while others who may have never heard of Bumble in the past might be intrigued to learn more about what the brand has to offer. 

"We're not a dating app, why should we care?" 

We love this campaign for two specific reasons:

  • Bumble's bench is a great example of a creative marketing strategy that truly embraces the realities of the moment. It's also a great reminder that the best marketing right now is not the marketing that clearly longs form normalcy or pretends as if the realities of the COVID-19 pandemic aren't happening. The key to making this work for you is doing it in a way that is authentic to your brand. It has to fit with your voice, your tone, and it has to be relevant.
  • Second, it's an outstanding example of how to market an online product in a tangible, offline way that is not a gimmick. Instead it's a real-life extension of the product itself — a physical manifestation of the app's intent to bring people together in a way that is safe for all parties.

So, it doesn't matter what you sell, remember:

  • Your marketing right now should be real, relevant, and rooted in reality. Don't sidestep COVID-19 in your marketing. Speak to it directly.
  • Maximize opportunities to delight your ideal buyers in unexpected ways. Whether that's creating a safe, sanitized, real-world experience, or some sort of virtual equivalent. Think dimensionally about how someone can experience your product and your mission in a more personalized and interactive way.

A lot of times it takes so long to get an idea to fruition that the subject reference is outdated. When going the cultural relevance route it pays to not overthink it. Roll with an idea and roll with it quickly. Even if it flops the flop will be quickly gone as quickly as the changing tide.

Featured Image Credit: Alison Mastrangelo 

The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

News
Published on September 14, 2020

Recent Articles

INBOUND 2021 Recap: Takeaways, Speakers, and Lessons Learned
October 25, 2021 • 7 min read
Drift report on pandemic fallout reveals seismic shift in marketing strategy
September 9, 2021 • 2 min read
Google Shares New Tools to Audit Website User Experience
August 12, 2021 • 3 min read
Google: Website Content Quality More Important Than Quantity
August 10, 2021 • 3 min read
New HubSpot CMS Hub Starter Tier Released for Growing Businesses
August 6, 2021 • 4 min read
Why most marketing 'news' doesn't matter to inbound marketers
August 3, 2021 • 4 min read
Gartner: Slashed 2021 marketing budgets increases in-house ownership
July 30, 2021 • 6 min read
ICYMI: Digital Marketing News Update for July 26, 2021
July 26, 2021 • 6 min read
How to Optimize Videos On Your Business Website for Search
July 23, 2021 • 4 min read
Data: 'Funny' seniors imagery is not only demeaning, it's inaccurate
July 21, 2021 • 4 min read
ICYMI: Digital Marketing News Update for July 19, 2021
July 19, 2021 • 6 min read
Google: 'Here's how to prepare for the future private web'
July 16, 2021 • 4 min read
How Facebook's news feed algorithm works and prioritizes content
July 14, 2021 • 4 min read
ICYMI: Digital marketing news update for July 12, 2021
July 12, 2021 • 5 min read
Too many internal links in content can confuse Google about site structure
July 9, 2021 • 5 min read
Data: Facebook is No. 1 in revenue value for publishers, Twitter is a bust
July 7, 2021 • 4 min read
ICYMI: Digital marketing news update for July 6, 2021
July 6, 2021 • 5 min read
Google July 2021 core update rolling out over next 2 weeks
July 2, 2021 • 4 min read
ICYMI: Digital marketing news update for June 28, 2021
June 28, 2021 • 6 min read
Google punts third-party cookie ban to 2023 for 'responsible planning'
June 25, 2021 • 6 min read
ICYMI: Digital marketing news update for June 21, 2021
June 21, 2021 • 5 min read
Finally, Google page experience core update is rolling out
June 18, 2021 • 3 min read
Apple Mail privacy news spooks email marketers, newsletter creators
June 16, 2021 • 4 min read
ICYMI: Digital marketing news update for June 14, 2021
June 14, 2021 • 6 min read
ICYMI: Digital marketing news update for June 7, 2021
June 7, 2021 • 6 min read