“Make the First Move” Serena Tells Women in Bumble Campaign

Posted on by Patty Odell

As the era of #MeToo marketing moves into the New Year, tennis champ Serena Williams will star in a year-long marketing campaign for social networking app Bumble, to champion women’s empowerment.

The campaign kicks off during one of the biggest events of the year, the 2019 Super Bowl on Feb. 3, with messaging to promote some of the Bumble app’s newish features like Bumble BFF, which moves the app from just looking for dates to seeking out platonic friends and Bumble Bizz, a networking platform for women.

In the campaign,”The Ball is in Her Court,” Williams encourages women to make the first move in all aspects of their lives, Aol.com reported.

“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,” Williams told Aol.

After launching in 2014, Bumble now reports more than 47 million app users across the globe, competing with other dating services like Match Group Inc’s Tinder and a new Facebook dating option.


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Williams participated with the all-female team in crafting the campaign and is also an advisor to Bumble. It is not clear if “The Ball is in Her Court” campaign will be in the form of a Super Bowl ad or some other tie to the game. Some of the brands that will air ads during the game include Toyota, Mercedes-Benz, M&Ms, Colgate and Pringles.

Williams and Bumble CEO and Founder Whitney Wolfe Herd appear in a 30-second video explaining the campaign and its message and promoting the campaign hashtag #InHerCourt.

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