BUMBLE X DET SKAVER = TRUE

This week will mark a finished first project in my own direction! Even if I've always considered myself somewhat of an intrapreneur (if this is a new word in your vocabulary google it) having executed projects and worked with clients beyond my wildest dreams in my past roles and Agencies, this is truly something else, equally terrifying as exciting to run my own show.

I felt I wanted to write this small piece to perhaps inspire someone, perhaps light a little bulb in someones head or even help someone out, who might be struggling with finding the right media/marketing tool for their next campaign or product launch.

Let's talk a little bit about podcasts, we all (at least 485 Million of us in 2020 globally, according to statista) who listen to podcasts continuously have our own thoughts on what works or doesn't, in terms of advertising, content and collaborations the hosts of our preferred podcasts are doing.

So when Bumble reached out and wanted to see some cultural activation ideas I had in mind for their campaign in Sweden. I had no doubt of what medium I wanted to propose to them.

Having listened to podcasts since the birth of Oprah's Super Soul back in 2017 (yes I'm that cliche) I consider myself having an ear for what is a successful version of sponsored content and what isn't. Success in my world on a podcasts means; leaving the listener wanting to know more, leaving them with a craving or a connection. If a listener googles the brand/product they hear about, that's already a win in my book, for the mere reason that is; a person would take time and a call to action after hearing about your offering for the first time.

As there are many listeners, there are also many podcasts, more specifically 2 million globally, according to podcastinsights.

So how do you find the perfect one for your message, your brand or your product?

This question obviously has many possible answers and in this case we needed a partner who could speak from experience, with an authentic voice and who connects with the core target audience.

On Bumble, the woman makes the first move. A concept greatly in tune with the topics that the women behind The podcast; Det Skaver, discuss over and over again. A discussion that quite frankly never ends, and if you listen from the first episode to the current one (prepare to block time out as they will be celebrating their 100th very soon) the discussion is still lingering, kind of like a TV show that keeps us wanting more even if we know that when we get the answer the show will quite frankly end. So we want the answer but at the same time we don't.

On Det Skaver, they often discuss, condemn, rage, cry and laugh at all things women are supposed to be, have, accomplish and stand for. They are crushing the view of where a woman is supposed to be in her early 30's, one episode at the time. Something 100% in tune with how Bumble champions and celebrates?all the courageous moves?women?across the globe are doing, in all areas of life.

It's not for no reason nearly 1 billion people matched on bumble in 2020. Bumble not only inspires, motivates and instills a sense of security within women but they also support, lift, launch and invest in various areas to help women break out of those "boxes" they were never meant to be in.

The collaboration between Bumble & Det Skaver consisted of a series of sponsored podcast episodes where Elsa, Nadia and Cassandra the hosts discussed the concept of making the first move and all things dating plus an IRL event with their listeners. Making this their first event as a trio swell as a first event for many of the attendees post pandemic. This was truly one of the most energetic, honest, authentic events I've produced. You know what they say about firsts. This was truly one of those moments that will stick.

What I learned from this collaboration:

1. Choose a partner who shares your values (might seem obvious but trust me many brands overlook this soft value for hard core numbers hence to the rapid but non consistent growth of many companies today )
2. Let your chosen partner have their creative freedom but be consistent with your messaging, rather short and sweet as a first time collaborator than long and deep.
3. When possible, try to be the first to do something new with opinion leaders of your choice. This can be both a risk and a win, but there was never a win without a risk am i right?
4. When possible try to incorporate your end consumer in all the glitz and glam not only influencers and opinion leaders, there I a deeper gratitude and appreciation that lives in them, so if investing money in activations, DONT forget about who is bringing the money back to you.
5. and last but not least, evaluate, learn and continue. Never fully stop. Continue. Will not quote Einstein here but could.

Thank you to Vanessa, Rebekkah and Sara for teaming with me on this one.

If you took the time to read this, I would appreciate if you left a trace. I am happy to share my coming insights and experiences as I jump on to the next project.

TALK SOON!

Aida