PORTFOLIO PROJECT 1
Content Calendar, Strategy and Visualisation for Bumble
Ganesh Rathod
TABLE OF CONTENT
INTRODUCTION
GOALS
PROJECT PROBLEM STATEMENT
OBJECTIVES
PROJECT
BRAND - BUMBLE
TASK 1,2 & 3
CONCLUSION & TAKEAWAYS
INTRODUCTION
The aim is to conduct Competitor Research comparing the products, target segment, customer persona, brand details, and how they perform on different Social Media Platforms.
The brand/product we will present is 'Bumble', a platform designed to make genuine connections and socialising safe and secure.
Content calendars serve as the framework for your business's plans to share and promote across all marketing channels.
A well-thought-out and organized social media calendar can help to define your content themes and posting cadences to match each social platform's audience and objective.
GOALS OF THE PROJECT
To further understand the brand's strengths and room for
development, the project will examine their brand awareness, USP, Ideal Customer Persona as well as all important demographics that influence the brand image on social media platforms
Based on the tonality, brand personality and niche of the brand, a content calendar has been created for the event of "Valentine's Day".
Various kinds of media will be used to generate desirable results.
OBJECTIVES
The objective is to come up with a Content Calendar for 10 days of February month, including 7 days of Valentine's Week Campaign Strategy (Topical Content).
Also, a Content Calendar with 10 Post ideas for YouTube (4 Videos and 6 Shorts) and 20 Post ideas for Instagram.
Creation of the Content Strategy and Visualization of the Valentine's Day Campaign (14th February 2023) for Instagram and YouTube
A modern dating software called Bumble aims to subvert archaic heterosexual relationship conventions.
By allowing them to steer the discussion, we encourage women to take the initiative.
Bumble is a network that empowers all users to initiate secure and wholesome connections, so it goes beyond women making the first move.
Task 1 - Competitor Research
Product
Bumble
Tinder
Product Link
https://bumble.com/en-in/
https://tinder.com/
Business Model
B2C - Freemium (Free basic features & pay for extra features)
B2C - Freemium (Free basic features & pay for extra features)
Features
Women make the first move / Modes - Bumble Date, Bumble BFF, Bumble Bizz / Matches expire after 24 hrs / Strict verification process / Hide your first name / Hide your profile / Block, report and unmatch
Message before Match/ Priority Likes/ Passport/ Super Like/ Super Boost/ Rewind/ Top Picks/ Lightening Bolt/ Personal Security
USP
Its female-centric strategy, in which women initiate contact, gives Bumble its unique selling point and makes it a platform that is safe, secure, and considerate of women.
Tinder is affordable and simple to use & it's considered to be trending. So, based on these points, Tinder's USP is its user- friendliness.
Price
1 Month - Rs. 699, 3 Months - Rs. 1799,
6 Months - Rs. 2999, Lifetime - Rs. 4999
Tinder+ - Rs. 355 (1 Month), Rs. 1418 (6 Months), Rs. 2128 (12 Months) Tinder Gold - Rs. 567 (1 Month) Rs. 2128 (6 Months), Rs.
3192 (12 Months)
Reason to Trust
App that is focused on women (prevents many of the unwanted remarks, messages, and requests that women are flooded with on other dating platforms), is feature-rich, safe, and secure.
Inexpensive, easy to use and user-friendly app for connecting with people.
Target Segment
Age
Gender Location
Bumble
18-35
Users are 37.6% Female / 62.4% Male / But the app is for all genders and sexualities
Pan India - Tier 1 & Tier 2 Cities
Tinder
18-35
Users are 38% Female/ 62% Male/ But the app is for all genders and sexualities
Pan India - Tier 1 & Tier 2 Cities
Brand Details
What is the brand personality
Sincere & Mature
Exciting & Friendly
What are the primary colours
Yellow and White
Pink, Orange and White
Tone of Voice
Quirky
Quirky
Ideal Customer Persona
Bumble
Tinder
Background
Demographics
Interests
Favorite social networks
Least favorite social networks
Challenges / Pain points
Goals / Motivations
How we (business, product, or service) can help?
Bumble
Tinder
Number of Followers
1,12,798
1,31,503
Engagement Rate
2.87%
1.19%
YouTube
Subscribers
70.5K
51.7K
Average Views
142,479,112
175,431,857
TASK 2 - CONTENT CALENDAR
Content Format
Content Idea
Content Visualisation
Video
Be your own valentine - Looking around at everyone celebrating Valentine's Day with their near and dear ones makes you feel a little left out and you
decide to do something special for yourself
POV Concept- A girl is working really hard in the office and then a delivery person with a big bouquet and gifts calls out for 'Pooja' so she looks up, but then he calls out the surname or another Pooja collects, so she continues to work feeling a little sad. Everyone in office is wearing red so they decide to
take a picture but she stands in the end & gets half cut out of the frame. 'more sad'. When she's walking back home she sees couples and people out on dates all dressed up, she sighs and keeps walking. She reaches home and her cats welcomes her. she smiles and decides to treat herself - takes a bubble bath,
drinks wine, orders takeout, watches a movie, does skincare, and cuddles with her cat. Enjoys Valentine's self-love style!
Static Post
Howdy Romantics! It's time to bring your A-game to the romance scene! Ask your partner to be your valentine, but with a twist!! Best proposal wins!
(and ofcourse get a 'Yes")
SO... shoot your shot(& a video) and Tag US! Deadline is 5 pm today, so hurry up!! The best setup and surprise stands a chance to win 2 Amazon gift couchers worth 1000! Hurry now! Put that creative hat on and get set going.
You only have 9 hrs!
For the contest, we can ask people to share their story or post of the romantic setup by 6 pm. All the entries will be reshared by us on our instagram handle
story. The entries will be judged on the basis of creativity, attention to detail in planning the surprise, ensuring it is kept a surprise from the partner, engagement - likes, comments and story views. The one with the most engagement will be declared winner next day at 9 am.
Static Post
Starter Pack for Being your own Valentine this year
. Have the ultimate movie marathon - You must watch "How to be Single"
Paste a snapshot of the earlier story "Love Marathon"- where people were asked to share some their favourite rom-coms they'd love to watch with their
loved ones and then write "Remember this? Here you go! We have collated an entire list of some of the best rom-coms to watch today. Grab a bowl of
popcorn, cuddle with your partner and start the moviethon! Happy Valentine's Day!"
Reel
Love can be thrilling & we always want more!
Add a little spice to your love-life with a cute (harmless) prank on your
partner! Get creative, record a video and tag us! Best ones will go up on our feed!
#LoveBound
Post the reels that receive the most engagment in this event
Task 3
Thumbnail
YouTube
Content Format
Shorts
Title
6 Types of Couples on Valentine's Day | MostlySane | Funny Videos
SEO keywords/tags
#valentine #valentine'sdayspe cial #couplesonvalentin esday #Valentinescouple #valentinedaygiftfo rcouples #couplevalentine #valentinedaygiftid eas #valentinedaydatei deas #14thfebruary #cutecouple #relationshipgoals #BumbleIndia #Bumble
Description
Here's a not-so- subtle list of the types of people we are indefinitely going to encounter this V-day! If you can't think of someone you know that falls within that category then hmm, let's say, maybe you are the someone!
Download Bumble: https://bumble.co m/get-started
Content
Visualisation
The Third Wheel. ...
The Rebel. ...
The Ignorant Kind.
...
The 'CRY GUY'
(Special GUYS category) ...
The Unbowed, Unbent, and Unbroken.
Task 3
Video | Quirky Q&A with Akshay Kumar and Twinkle Khanna | #valentine #valentine'sdayspecial #valentine'sdaylove #Valentineweek #14thfebruary #Valentinedaygifts #valentinesdaydinneridea s #cutecouple #relationshipgoals #BumbleIndia #Bumble | Twinkle and Akshay got married in 2001 and they have two kids, Aarav and Nitara. She had earlier said that their relationship started as a fling. She had just gotten out of a long relationship and wasn’t ready for a commitment. However, the two fell in love and eventually tied the knot. Let's learn more about the favourite couple of B- town!
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CONCLUSION& TAKEAWAYS
The framework for what your company intends to share and push across all marketing platforms is provided by content calendars.
A well-thought-out and organised social media calendar can help to identify your content topics and posting cadences to fit each social platform community and goal
A content calendar can be most useful when planning their upcoming content output. Whether my team is publishing content for a blog, social media, or even an editorial, the content calendar will help me track my own as well as the team's content creation workflows and monitor publishing dates.
This way many issues or errors that normally occur can be avoided and a smooth workflow will be established.
THANK YOU