What meaningful role can a dating app and a wine brand both play in the lives of those going through a Covid breakup? They can be those two dependable besties, one who pours you a drink and says they always hated your ex, while the other tells you you’re better off and helps you move your things. This seems to have been the insight behind the brand collaboration of Babe Wine and Bumble, who have offered people a chance to have their move-out costs covered (plus a Babe Wine gift-card and a free Bumble profile) by being tagged by a IRL friend — who thinks you really could us a pick-me-up during your covid-breakup woes — in the comments on Babe Wine’s Instagram.
From Mobile Marketer:
Babe Wine, the brand of sparkling canned wine owned by AB InBev, is working with women-first dating app Bumble on a social media campaign to cover the moving costs of people who are stuck living with an ex during the coronavirus pandemic, according to an announcement shared exclusively with Mobile Marketer.
To win a chance to have their moving costs covered by Babe and Bumble, users of photo-sharing app Instagram can tag themselves on the “moving on” post on Babe’s @drinkbabe account. The brand will choose five winners from the comments who appear to be “turning their breakup into a glow up,” per the announcement.
Babe and Bumble created a flyer showing a mock moving company named “B&B Movers” that touts its services, including moving furniture, removing all traces from an ex from a smartphone and tailoring a Bumble profile to get back into the dating scene.
The stunt is most likely to reach the 75% of U.S. consumers ages 18 to 24 and the 57% of people ages 25 to 29 who use Instagram, as measured by Pew Research Center. Those consumers helped to drive a 79% surge in off-premise sales of canned wine to $163 million for the 12-month period ended in June, per Nielsen data cited by Forbes. The growth in canned wine indicates how younger consumers are seeking convenience and value consistent with their easy-drinking style, Wine Spectator reported.
From Marketing Brew:
The dating app and AB InBev wine brand are offering to cover moving costs (and more) to turn five breakups into glow ups via an Instagram giveaway.
The prize? Not having to quarantine with your ex anymore, plus wine and a new Bumble profile.
Price of entry? Commenting on B&B’s Instagram post about the campaign.
Find a friend: Like any relationship, it’s important to make sure your partner isn’t your competitor. Bumble and Babe swiped right because they sell different things to similar audiences.
Go hard on cobranding: Bumble’s outline font, meet Babe Wine’s high-performing brand colors. Even B&B’s cobranded moving van now provides brand equity for both partners.
Provide more than cash: In addition to covering $600 worth of moving fees, Babe & Bumble promote their products by offering a $100 Babe gift card and a “hand tailored” Bumble profile as prizes.
Why it’s hot:
Right time, right product, right message. The lighthearted and encouraging copy is just what the recently heartbroken are looking for, as well as a moving company and some wine in a can to drown their sorrows.
Leveraging IRL friends. Asking friends to nominate someone who needs some “love” helps draw a connection from the brand into the sphere of someone’s actual friend. Psychologically, this feels a little like community, and that’s just what you’re desperate for when you’ve just broken up.
“Brand as friend” is strong with this one. Babe Wine is was built on social media, so a campaign on social that drives interaction has them very in their element, and every comment reply offers them an opportunity to reinforce their brand identity. Fun Fact: Babe Wine was co-founded by The Fat Jew, someone who knows a thing or two about social media marketing.