Bumble Bizz Launch - One Connection, global campaign.
Problem: Professional networking platforms often felt impersonal and intimidating, particularly for women seeking meaningful connections.
Solution: Launched the One Connection campaign to humanize professional networking by highlighting stories where a single connection transformed a woman's career.
Role: As APAC Marketing Director, led campaign strategy, partnerships, PR, and creative execution.
Strategy:
Collaborated with influential Australian women to share their transformative "one connection" stories.
Hosted engaging networking events to foster real-life connections.
Integrated campaign messaging across digital platforms, social media, and press outlets.
Results:
Achieved the fastest adoption rate for Bumble Bizz globally.
This was a brand repositioning play & allowed us to work with the likes of Kim Kardashian, Fergie, Kate Hudson and Nicole Richie. People who previously wouldn’t have aligned with Bumble.
Secured features in major publications, including Business Insider and Harpers Bazaar.
How:
Brand Ambassadors:
We brought on KOL’s who intentionally weren’t single to broaden the brand appeal and demographic we were targeting.
OOH Advertising:
We ran a global OOH campaign.
In-App integrations:
We offered mentoring in app with our brand ambassadors.
Consumer Facing Events:
We hosted non traditional networking events around Australia.
Press Strategy:
We launched a press strategy pitching to appropriate outlets.
Content Strategy:
We overhauled our content on socials, leveraged a wider network of creators to mass reach on launch day. We produced high quality longer form content for ads and press.
Global Alignment:
We kicked this off together alongside the announcement of two major celebs joining Bumble as creative directors.
Focus Areas
What people said
Key Achievements at Bumble
119,000 registrations in Australia in 2016 when I started. 3.2 million in 2019 when I left.
Australia was Bumble’s fastest growing market in my tenure.
Took the brand from relatively unknown to a household name.
Rolled out Bumble Bizz
Led the market launches in The Philippines, Hong Kong, Indonesia and New Zealand.
Commissioned research into gender inequality in Australia.
Was the 7th employee at Bumble globally, the first in Australia and was with the company up to a $3B valuation.