Bumble has partnered with Anheuser-Busch InBev brand Babe Wine to help cover the moving costs of people stuck living with their ex during the Coronavirus pandemic. The brand’s new social campaign gives fans the opportunity to win a free move and the chance to turn their “breakup into a glow up”.
For the campaign, Babe and Bumble are using Instagram, where they have created spoof moving company flyers that tout their “B&B Movers” business services, such as “assembling complicated Swedish furniture while you drink” and tailoring Bumble profiles to help their campaign winners get back on the dating scene. To apply for the sweepstakes, users could go to Babe’s Instagram “moving on” post and tag themselves in the comments. After August 6, five winners will be chosen to have their moving costs entirely covered. Holding the contest on Babe’s Instagram could help the up-and-coming wine brand gain more attention and potentially followers.
Bumble has seen increased usage rates during the Coronavirus pandemic, and recently surpassed 100 million worldwide users. The dating app could now leverage its heightened popularity for its social campaign, reaching the 18-34 year old demographic that heavily frequents both its app and Instagram. By working with Bumble, Babe can also tap into this younger consumer market and raise brand awareness, as these consumers are the most likely to purchase canned wine. By using Instagram—rather than apps like Snapchat or TikTok—the two brands can utilize the platform’s record-high connectivity and brand engagement rates to increase their audiences, according to a Gartner report. The attention-grabbing campaign could also help both Bumble and Babe stay top of mind with newly single consumers and those looking for a laugh on social media during the pandemic.
The pandemic has been universally stressful, but maybe even more so if you’re stuck living with an ex. Bumble and Babe’s new campaign spotlights a niche problem and offers an amusing solution for Instagram users. The tongue-in-cheek campaign could increase app downloads for Bumble, consumer sales for Babe, and grow both brand’s social media followings.