Why Bumble popped up a hive to promote its new networking app

Bumble Bizz, the professional networking platform created by dating app Bumble, is working to help people in their careers through wellness.

The app launched globally three weeks ago, and is seen as a competitor to LinkedIn. The pop-up featured talks and workshops, as well as help with building a profile on the platform.

Louise Troen, international brand director at Bumble, said: "A lot of our branding and tone of voice is around the queen bee, women being in control and as we evolved into Bumble Bizz we talked about wanting to expand and extend your network.

"Then we started thinking about bees and how they support each other and they’re all part of this amazing community within their hives so it seemed like a natural progression that enabled individuals that we wanted to get involved in the brand and the product offering, to align that with the bee sentiment."