Serena Williams will lead Bumble’s women empowerment year-long campaign. It will kick off during the Super Bowl and was made exclusively by women.
Tennis icon Serena Williams is set to lead a year-long marketing campaign for Bumble, a social dating platform. Titled “The ball is in her court,” the campaign aims to empower women to make the first move in all aspects of their lives.
Bumble started as a dating app back in 2014. The platform immediately sought to differentiate itself from other similar apps – Tinder especially – with an emphasis for women to make the first move when meeting men (for same-sex matches, either party could make the first move.) Over the course of the years, Bumble also evolved to offer different services like building business networks (Bumble Bizz) or helping women seek friends (Bumble BFF.)
Serena Williams was deeply involved in the making of the new campaign which was exclusively created and produced by women.
Serena Williams explained:
“Society has taught us as women to kind of sit back and not necessarily be the first one to speak up. We want to take that and flip the story. We are letting people know we are not afraid. We no longer want to cower. We want to stand up.”
The year-long campaign will kick off with an ad during the Super Bowl, one of the most watched event in the world, on February 3, As Williams explained: “We want to make noise. This is the best and perfect place to make the biggest noise that we can.”