Summary
Bumble was taking women empowerment to one of the most misogynistic arenas: gaming.
Me and members from Bumble’s Marketing Partnerships teamed up with Esports organization Gen.G to form the first ever all-women Esports team for Fortnite, a popular team-based online video game.
The partnership brought together two organizations to create and promote a healthy environment in which all Esports athletes could succeed and connect with one another, regardless of their gender.
To kick off the partnership, Bumble released a new “Gaming” filter on its friend-finding mode, Bumble BFF. The filter could be used to find other people interested in gaming.
What I Wrote
I wrote the copy for Bumble’s social media assets, including our Twitter account and push notifications. I wanted to highlight our gamers, especially KittyPlays (Kristen Michaela), who had over 235,000 followers at the time on Twitter. I also wrote content that educated our users about the new “Gaming “ filter.
Impact
One push I wrote accounted for nearly 6% DAU (daily active users), which was directed at males in Date mode, calling for them to switch to Bumble BFF mode and find other gamer friends in their city.
We also had tons of press coverage, including this Forbes article.