Content Calendar,

Strategy and
Visualization for
Bumble
Amrita Sharma
Index
• Introduction
• Goals of the Project
• Problem Statement
• Objectives of the Project
• About the Brand
• Approach to the Solution
• Task 1, 2, and 3
• Conclusion and Takeaways​

2
 Introduction
• Bumble is an online dating application which helps people to make new meaningful
connections by displaying potential matches as per their preference.

• It is a social network that allows people to feel empowered while they make
connections, whether they're dating, looking for friends, or growing their professional
network.

• In this project a Competitor Research is done along with a creation of a planned

Content Calendar for 10 days and a Content Strategy and Visualization for the
Valentine’s Day on Instagram and Youtube.
 Content Calendar
• A Content Calendar is a calendar used by marketers for the use of planning the
upcoming events. The calendar is a sheet that shows what you have posted in the
previous days and what you are going to be posting in the upcoming days. In a
content calendar, you write down exactly what you are going to post, where you are
going to post and when you are going to post it.

• A content calendar gives the social media team a complete overview of what you are
going to be posting. With goals like lead generation and brand awareness, a content
calendar helps to have a consistent approach. Having a content calendar can help in
maintaining this really well.

4 Presentation title 20XX

 Content Strategy
• Each brand comes on social media with a set goal in mind, thus the curation of a
strategy that includes planning of the content on the basis of various criteria in order
to align with those set goals is called a Content Strategy. There are three types of
content strategy- Omni channel , Multi channel and Hub and spoke model.

• It helps to develop a unique strategy for all the platforms and enhances the planning of
content and formats. It helps to identify the right audiences and platforms and enables
to perform to the full potential.

5 Presentation title 20XX

 Goal of the Project
Plan the content calendar and strategy to increase Bumble's App
Goal:- Downloads in tier two and three Indian cities

With the help of a well structured Content Calendar and Content

Strategy we’ll target the tier 2 and tier 3 cities and curate relatable
Means:- content while also familiarising the concept of online dating
showcasing the safety provided by the app.

6 Presentation title 20XX

 Problem Statement
• The use of smartphone is done in almost every household regardless of
the location, however, the usage of online dating apps like Bumble is
mostly limited to the Tier 1 cities.

• In the tier 2 and 3 cities people usually have a bad perception when it
comes to dating apps. It’s judged on the basis of ideology and sometimes
deemed to vulgarity.

• There is also concern related to the safety of women who feel

uncomfortable being exposed to such a platform
7 Presentation title 20XX
 Objectives of the Project
• Conduct Competitor Research for Bumble.

• Create a Content Strategy based on the findings

(a) Prepare a Content Calendar for 10 days of February 2023
(b) Valentine's Week Campaign: Topical Content for Bumble.

• Content Visualization for your Valentine's Day Campaign.

8 Presentation title 20XX

 Aim of the Project
• The aim of the Project is to have a thorough market analysis done and conduct a
detailed Competitor Research in order to have a competent Content Strategy which
will enable the content to reach the people from the tier 2 and tier 3 cities and help
them familiarize with concept of making meaningful connections online.

• With this project we aim to achieve the trust of the people and their participation in
the activities of the application. By providing them with helpful insights related to
online dating , new friendships and efficient networking of business through Bumble,
we aspire more app downloads in those locations.

9 Presentation title 20XX

 About the Brand
Bumble is an online dating application. Profiles of
potential matches are displayed to users, who can
"swipe left" to reject a candidate or "swipe right" to
indicate interest. Healthy relationships are central to
living a positive, productive life. Bumble is a social
network that allows you to feel empowered while you
make those connections, whether you're dating,
looking for friends, or growing your professional
network. One first move on Bumble could change
your life.

10
 Bumble
The USP of the brand is that the women make
the first move. Unless and until the women
don’t send the first message the conversation
cannot begin.
By doing so Bumble is trying to provide a safe
space women to date and make new
connections. This avoids any kind of
unwanted or uncomfortable contacts to be
made that spoils the user’s experience.

11
 Approach to the Solution
• With the Competitor Research, a better understanding of the target segment and the
ideal customer persona will be attained.
• A clarity in the user’s mind will be achieved through proper reflection of the Brand
Identity. Emphasis on safety and security to encourage women participation.
Representation on the LGBTQ+ community.
• In order to reach potential customers in Tier 2 and 3 cities, the adaptation of their
languages and culture to be portrayed in the content.
• Collaboration with Influencers from tier 2 and 3 cities would help people from that
region to relate and increase app downloads.

12 Presentation title 20XX

 Competitor Research
Product Bumble Tinder

Product Link https://bumble.com/en-in/ https://tinder.com/

Business Model Saas Saas
Features See everyone who swiped right on you Tinder Subscriptions
with Beeline. Priority Likes
Rematch with expired connections. Message Before Match
Extend your matches by 24 hours. Recently Active
Backtrack on accidental left swipes. Likes You
Get unlimited swipes. Passport™
Put yourself in the Spotlight. Rewind®
Use five SuperSwipes per week. Super Like™
Boost
Super Boost
Top Picks
Read Receipts

13 Presentation title 20XX

 Competitor Research

Product Bumble Tinder

USP Women make the first move. User- friendly. Free-spirited.

Price Rs699 Rs355

Reason to Trust Great emphasis on security Popular, youth friendly and non
judgemental

14 Presentation title 20XX

 Competitor Research

Target Segment Bumble Tinder

Age 22-35 years 18-28 years

Gender Gender inclusive Gender inclusive
Location

Tier 1 and 2 Tier 1 and 2

15 Presentation title 20XX

 Competitor Research
Ideal Customer
Persona
College students and fresh graduates.
Background Working professionals (GenZ and Milennials) ( GenZ)

Demographics avg income - 33k, tier 1 and 2, avg income - 22k, tier 1 and 2,
Into exploring, adventurous, no strings
Interests Meaningful connections, companionship attached.

Favourite social
networks Instagram, Twitter, Pinterest Snapchat, Instagram

Least favourite social

networks Facebook Facebook

16 Presentation title 20XX

 Competitor Research

Always the women have to make the first move

that puts them in a little pressure, men don't get as
many matches and responses which affects their Unsafe, Superficial, causes
Challenges / Pain points self esteem. anxiety and low self esteem.

Multiple options of meaningful relationships with a Non-judgemental experimentation

Goals / Motivations long term vision and celebration of youth

Helps to explore and try new

How we (business, product, or Helps in making meaningful connections in regards connections thus knowing
service) can help? to love interest, friendships and business building ourselves better

17 Presentation title 20XX

 Competitor Research
Brand Details

What is the brand personality Sincere , Competent and Excitement Excitement and Ruggedness

What are the primary colours Yellow and White Pink, Orange and White

Tone of Voice Quirky, passionate and Authentic Quirky and Passionate

Instagram
Number of Followers 112k 131k
Engagement Rate 3.39% 2.56%

YouTube
Subscribers 68.9K subscribers 50.8K subscribers
Average Views 3.606M 7.331M

18 Presentation title 20XX

 Content Calendar
• https://docs.google.com/spreadsheets/d/
1VADUOHt2axENBeLGEQqYtkxegzNyhcpmdG5HWnZisZs/
edit#gid=1704580756

19 Presentation title 20XX

 Content Strategy and Visualization
Content Format Content Idea Content Visualisation

Using a Trending Audio the reel starts with

glimpse of the events clips - 1. Of the crowd
2.The performers on the stage 3. Game Zone
Host a Valentine's Day Special Bumble Event 4. people dancing , with the pulse effect
for Students as well as outsiders at IIM (clip-blackout-clip). As the music gets upbeat
Reels Indore, where they can meet their matches as there is a compilation of videos and photos of
well as new people, make friends and have a fun people partying, meeting new people and
party. playing at the game zone, posing at the
photo booth, enjoying the performance and
dancing. Ending the reel with yellow confetti
shower and fireworks.

20 Presentation title 20XX

 On a yellow background with text -Don't just say "I
love you" show it. In a white dialogue box. Below that
Don't just say "I love you" , show it.
Static Post in a white dialogue box with text - "I curated a
(words of affirmation/acts of service)
playlist of ours favourite songs." Caption: Your
actions are much louder

The photo should have a Breakfast spread properly

laid on the table, along with flowers and a woman
Add yours (photo) Feature with the sitting at the end of table smiling at the camera.
Story
prompt "My Valentine" Insert the Add yours (photo) Feature with the prompt
"My Valentine" so that others too can use the same
sticker to show their Valentine.

Multiple photos including- 1st-people playing couple

Photos and Candids of people at games, 2nd-getting tattoos, 3rd -A couple dancing,
Carousel
the Bumble Event at IIM Indore 4th- partying and enjoying the performance, 5th-
Photo Booth

21 Presentation title 20XX

 Content Strategy and Visualization
YouTube

Content Format Title Thumbnail SEO keywords/tags Description Content Visualisation

A women walking around with a bouquet of

flowers and a gift as she goes about from her
office to her home. On her way, multiple people
Bumble believes in like her colleagues , friends , neighbors and
meaningful relationships bystanders comment on how the beautiful the
#dating #valentinesdaygift that have equal respect , flowers are, how lucky she is and what a lovely
Valentine's Day #relationship #onlinedating rights and efforts. Don't partner she has who gifted her all this. In
Shorts gift| Special #bumble #datingapps forget this while response she simply smiles. When she rings the
message #valentinesday celebrating Valentine's door bell of the house her boyfriend/husband
#MeetUsInTheMiddle Day. With mutual respect opens the door, she wishes him Happy
and mutual efforts Valentine's Day and gives him the Bouquet and
#MeetUsInTheMiddle . Gift. The Vision of the scene Blurs a little and
the text says , Not only Women make the First
move, we make equal efforts too. And then the
door shuts. #MeetUsInTheMiddle.

22 Presentation title 20XX

 This Valentine's Day special video begins
with the 6 influencers and a little brief
about themselves, their idea about love and
dating life and the type of content they
Your favourite influencers
create. Next the influencer will be shown
go a date with each other
the bios of the influencers as per their
by just viewing their
#dating #relationship preferred gender for love interest but not
Influencers go on Bumble bios, 3 pairs, 3
#onlinedating #bumble their photos. On the basis of their bios they
a Not-so Blind different Date Setups, 3
Video #datingapps will get matched. Display of their first
Date | Influencers different date stories.
#valentinesday #love conversations. Without revealing the names
dating Influencers What do you think? Are
#blinddate and identity, they go on a date. 3 pairs and
they endgame or not?
3 different date setups, followed by their
Download Bumble here;
reactions when they see their matches.
https://bumble.com/#downlo
ad-app Some moments of their date and then
finally their thoughts at the end of the date.
Result/conclusion and how they think if
they are endgame or not.

23 Presentation title 20XX

 Conclusion and Takeaways
• A Content Calendar helps to execute the content uploads in
a precise manner. The correct distribution of the content
format and content type on a timely basis keeps the
followers and subscribers well engaged and attracts new
ones. At the peak time of engagement, the content being
uploaded give good results that helps in better Lead
Generation.

• A well laid out Content Calendar helps not to only to have a

systematic feed but also helps in decluttering the minds,
enabling us to have better ideas. It helps us to have clear
thoughts, that are accurately communicated with the team,
thus resulting in greater growth results .

24
 Additional Takeaways
• Through a proper Content Strategy and well structured
Content Calendar the set goals like increase in Lead
Generation, Brand Awareness and Engagement can be
met easily.
• With the algorithm changing from time to time, a
strong content strategy helps to adapt and innovate as
per the situation.
• Content calendar will help in avoiding any kind of
miscommunication between the social media and the
creative team and ensure punctuality.
• It not only enhances the quality of work but also the
quality of workers.

25