collaboration – Ideas for Social Impact

Two brands teamed up to rescue pandemic breakups

For those who are going through a breakup in the midst of this pandemic, the AB InBev wine brand BABE and the dating app Bumble teamed up in August, 2020.

They offered to cover moving costs via an Instagram giveaway. This includes a $600 pre-paid gift card to be used to purchase moving services. Plus, a $100 credit that can be used at BABE is also given for liquid solace to get over the darkest time. In addition to the monetary prize, Bumble also promised to “hand tailor” the perfect profile for the newly single mover and help “remove all traces of your ex from your phone.”

To enter, a newly single needs to comment or tag themselves or a newly single friend on a post on BABE’s Instagram feed. Bumble and BABE pick five winners, and those get their expenses covered.

Tag anyone newly single that needs help MOVING ON. BABE &@bumblewill pick 5 people and turn the breakup into a glow up. (Source: BABE Instagram)

Babe and Bumble mocked up a moving company called B&B Movers using BABE’s brand color identity. Though they are not a real moving company, they made the truck that will come to the rescue.

They are equipped with a pink truck that reads: “Your ex is cancelled. BABE and Bumble are here to help you get a move on. Literally.”

Partnership across industries in the pandemic

Find the right partner

Bumble and BABE could make synergy right because they sell different things to similar audiences.

Bumble is popular among Gen Z(age 18-24) or millennials(age 25-34) rather than older generations(see the chart below). And the campaign with Bumble is another chance for BABE to reach young people. The market of canned wine is growing around the younger generation: the young consumers who seek convenience and value consistent are their main customers(Wine Spectator).

Source: CIVIC Science

Like any relationship, it’s important to make sure your partner doesn’t aim for your share while sharing the same target audience.

Why they targeted Instagram users

According to the Pew Research Center, there are substantial age-related differences in platform use. This is especially true of Instagram, which are used by 67% of 18- to 29-year-olds. Those ages 18 to 24 are substantially more likely than those ages 25 to 29 to say they use Snapchat (73% vs. 47%) and Instagram (75% vs. 57%). According to Mobile Marketer, American consumers aged 18-24 are most likely to engage with the social media campaign, followed by those aged 25-29. Therefore, Instagram was the most accessible platform for the two brands to meet their target audience.

As Instagram users tag themselves on promotional post, the brand could extend the campaign’s reach new customers who share their interests with friends and followers.