Alice + Olivia is Advertising First Date Outfits to Women on Bumble
Laura McQuarrie — November 2, 2017 — Lifestyle
References: aliceandolivia & glossy.co
Alice + Olivia is turning to the female-focused dating app Bumble as a new way to show off a variety of flirty first date outfits.
The campaign features a variety of looks worn by various influencers and the images appear in between romantic prospects that can be swiped. Tapping on these campaign images directs Bumble users to the contemporary clothing company's online store, providing a 20% discount on advertised items.
As Bumble sets itself apart as a dating app that fosters a safe, respectful environment and forces women to make the first move to connect with a potential date, 59% of its users are female. As an extension of this campaign, Alice + Olivia is also planning to hold in-store events centered around dating, which will include makeovers and sessions on creating the perfect dating app profile picture.
The campaign features a variety of looks worn by various influencers and the images appear in between romantic prospects that can be swiped. Tapping on these campaign images directs Bumble users to the contemporary clothing company's online store, providing a 20% discount on advertised items.
As Bumble sets itself apart as a dating app that fosters a safe, respectful environment and forces women to make the first move to connect with a potential date, 59% of its users are female. As an extension of this campaign, Alice + Olivia is also planning to hold in-store events centered around dating, which will include makeovers and sessions on creating the perfect dating app profile picture.
Trend Themes
1. In-app Advertising - The use of dating apps as a platform for targeted advertising campaigns opens up opportunities for brands to reach a specific audience.
2. Fashion Influencer Marketing - Collaborating with influencers to showcase outfits on dating apps allows fashion brands to tap into new channels and engage with potential customers.
3. Experiential Retail - Holding in-store events focused on dating and offering makeovers and profile picture sessions creates a unique shopping experience that combines fashion and social connection.
Industry Implications
1. Online Advertising - The integration of advertisements within dating apps presents new possibilities for online advertising platforms to connect brands with users in a relevant and engaging way.
2. Fashion Retail - By leveraging dating apps as a marketing platform, fashion brands can boost brand awareness and drive sales by directly linking interested users to their online stores.
3. Retail Events - Creating in-store events centered around dating provides an opportunity for retail brands to attract and engage customers in a fun and interactive way.
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