Location base social and dating app Bumble has signed a celebrity mother as the face of its latest brand campaign. The partnership, to span through the year, with celebrity icon’s message of female empowerment during the National Football League’s (NFL) Super Bowl on February 3.
Mom Serena Williams has signed the deal with Bumble to become the face of the dating app’s latest marketing campaign.
Serena will serve as a global advisor to Bumble to reinforce the company’s women-first message, Bumble has announced in a news release.
The female-focused dating app was launched in 2014 and has since expanded to “BumbleBizz” for business networking and “BumbleBFF” for making friends. Bumble has more than 47 million users worldwide.
“Partnering with Serena Williams has been a dream of mine since we launched Bumble as she is one of the most inspiring women in history and a shining example of someone making the first move in all facets of her life,” Bumble founder and CEO Whitney Wolfe Herd said in a written statement. “She is the epitome of strength, integrity, kindness, empowerment and everything Bumble stands for.”
The campaign, dubbed “The Ball is in Her Court,” will highlight the importance of making the first move, according to the company. It was developed, produced and led by all women.
“The Ball is in Her Court” campaign, first reported by Reuters on Thursday, will appear across multiple platforms. Bumble declined to say if the campaign will include a TV commercial during the game, according to the news outlet.
The company has also released a video with Serena to highlight the campaign “The Ball is in Her Court”.
Serena is one of the most successful players in the history of the Women’s Tennis Association’s professional tour, ranking second all-time in major titles and having earned more than $88 million in tournament winnings.
“In my life, I can confidently say that I would not be where I am today had I let the fear of making the first move hold me back,” Williams said in a written statement. “I look at my daughter and know it is my duty to pave a powerful path for her, and as Bumble’s Global Advisor, I can encourage her and women everywhere to think like a champion, define their lives and ultimately, embrace the power we have within.”
Bumble’s marketing campaign is the company’s latest move to push its women-focused message. The company made waves in September when it took out a full-page ad in the New York Times that read: “Believe Women.” The ad published one day after Christine Blasey Ford testified against then-Supreme Court nominee Brett Kavanaugh.
The company has also banned shirtless selfies and misogynistic language. The dating side of the app lets women interact only with the men they message first.
Last year, Wolfe Herd told CNBC the company’s growth is outpacing expectations and added that the company is “actively pursuing” an initial public offering of stock.
The company generates revenue using a subscription model that offers some free features and charges for additional services.
Wolfe Herd said Bumble plans to add advertising to the platform next year and is looking at other ways to boost revenue beyond dating and friend-finding.