Showing up and investing in what fans want.
The Challenge
As the only dating app that centers women, giving them autonomy to make moves, it was only a matter of time before Bumble got into the women’s sports game. The challenge? Creating a buzzworthy pathway into the space to build positive brand association and drive product usage.
The Work
Using what we know about fans increasingly engaging with their favorite athletes and endemic media partners, we leveraged an opportunity to partner with emerging media companies to strategically create net-new concepts and partnerships that allow Ally’s messaging and brand goals as a bank to shine through.
The work came to life via unprecedented partnerships with emerging media companies in women’s sports, including Just Women’s Sports, Re-Inc, and added value segments on ION + Scripps.
In addition to serialized content, Ally had a featured segment during JWS’ live show during the NWSL Championship weekend which included a fan surprise & delight moment
The content also brought visibility and investment to Re-Inc, one of the first athlete-run podcasts and media businesses.
The Results
24M+ impressions across emerging media companies, and an increased awareness of Ally’s role beyond as a bank - beyond their media equity in women’s sports pledge.