Thesis Project

My Story

Arriving in Toronto in April 2021 amid lockdowns, there were limited opportunities to explore the city and meet people. Feeling the loneliness, I jokingly considered trying Bumble BFF, thinking it was a strange concept. To my surprise, I connected with girls in similar situations, all recent movers from smaller towns. We decided to meet up, grew close quickly, and three years later, we're still great friends. When people ask how we met on Bumble BFF, we often get curious looks or plenty of questions.

Connecting in the Digital Age

Our twenties, marked by self-discovery and transition, a post-pandemic surge in loneliness has left many struggling to form new connections. This struggle echoes loudest when adapting to new environments - universities, cities, or entering the professional world. Additionally, Toronto has been found to be the loneliest city in Canada,lacking a sense of community.

Bumble BFF provides a solution to bridge this gap, yet encounters a notable challenge.

The IDEA

Our Ask

To mitigate the negative stigma surrounding Bumble BFF and online friend-making.

Our Objectives

• Expand market presence and engagement in Toronto
• Drive sign-ups within our target demographic
• Challenge the perception of the platform as 'unconventional,' a barrier hindering widespread adoption.

Our Target Audience

Females aged 18-25, who are trying to navigate new unfamiliar environments, such as moving for school or entering the workforce, and are eager to build new friendships but are unsure where to begin.

Barriers to Success

People commonly view the idea of making friends online as unconventional, contrasting with the widely accepted norm of meeting romantic partners through digital platforms.

Many people are hesitant to join the platform as they think the concept is weird, and they worry how they will be perceived by others.

The SOLUTION: BRIDGING THE GAP

The Campaign

The campaign will leverage authentic success stories shared by current Bumble BFF besties through authentic photographs, showcasing real-life connections made through the platform. Each ad will consist of photographs of featured BFF’s, and copy that specifically engages with our target audience by asking, ‘Still looking for a BFF who ... ?”

To further engage our audience, select ads will include QR codes that users can scan to access additional information about the showcased Bumble BFF success stories. This interactive element enriches the user experience by providing insights into the diverse range of connections formed through the platform.

Influencer Strategy

Bumble BFF could also leverage influencer BFF's prominent within the Toronto demographic. An example of this is shown bellow by showcasing influencer BFF's @spencer.barbosa @juliajoczys and popular BFF TikTok account @tess.and.jess!

Hobby Strategy:

Bumble BFF could additionally focus on specific niches in the Toronto demographic and connect individuals with similar interests such as crocheting, pottery, fitness, frisbee golf, etc.

This strategy would also tie into a series of local events called, 'Hangouts'.

BFF Hangouts

Our campaign can further enhance engagement through XM strategies, such as organizing a series of events in downtown Toronto. These events will cater to diverse interests, fostering connections among like-minded individuals. Participation will be facilitated through the Bumble BFF app, where users can sign up using their profiles. Ensuring accessibility, these events will either be free or offered at affordable rates.

Additionally, users will have the opportunity to invite their matches to join, enhancing interaction within the app. By facilitating in-person connections based on shared interests and experiences, these events bridge the gap between online matches and real-life meetings, thereby enriching the user experience.

Bridging the Gap: Redefining Friendship in the Digital Age

In conclusion, our campaign seeks to challenge the stigma surrounding online friend-making, particularly with the Bumble BFF platform. Through our strategy of spotlighting genuine and authentic BFF stories, we aim to showcase the tangible benefits of the app. By incorporating experiential tactics to foster real-life friendships beyond the digital realm, our goal is to not only drive sign-ups but also to mitigate stigmas and enhance market presence in Toronto.

Through these concerted efforts, we aspire to cultivate a community where genuine connections thrive, ultimately redefining the landscape of friendship-making in the digital age.