In a world where consumers are more discerning than ever, small lifestyle brands are increasingly relying on PR to set themselves apart and create lasting connections with their target audiences. Public relations is no longer just about securing media coverage—it’s about shaping a narrative, building a community, and fostering authentic engagement. The rise of digitally native brands has brought PR to the forefront, and companies like Bumble and Outdoor Voices have used this tool with precision and flair to establish themselves as iconic lifestyle brands.
Bumble and Outdoor Voices are two standout examples of small brands that have not only disrupted their respective industries but have done so by leveraging lifestyle PR in unique and innovative ways. By focusing on building authentic connections with their audiences and aligning their PR efforts with broader cultural movements, these brands have created loyal followings that go beyond just product purchases. They have become symbols of empowerment, inclusivity, and a positive lifestyle—values that are deeply important to the modern consumer.
The Rise of Purpose-Driven Brands in Lifestyle PR
At the core of successful lifestyle PR is the idea that brands need to represent more than just a product—they need to embody values that resonate with their target audience. This shift has been particularly evident in the rise of purpose-driven brands, which leverage PR to communicate not just what they sell, but the values they stand for.
Today’s consumers are looking for brands that reflect their personal beliefs, whether that’s sustainability, body positivity, or female empowerment. PR, in this context, becomes a powerful tool for conveying these values and building a brand that consumers can connect with on an emotional level.
Bumble, a dating app that puts women in control, and Outdoor Voices, a brand focused on promoting fitness for every body type, have both successfully used lifestyle PR to champion values that align with the modern consumer’s desire for inclusivity and empowerment. Their PR strategies focus not just on pushing products but on telling stories that speak to the heart of their customers’ lives and identities.
Bumble – Empowering Women Through PR
Bumble has transformed the dating app space by focusing on women’s empowerment and fostering a safe, positive environment for its users. From its inception, Bumble’s PR strategy was centered on the idea that dating should be safe, respectful, and empowering for women. This approach set the app apart from other dating platforms that focused primarily on casual encounters or male-centric experiences.
Bumble’s PR efforts have consistently reinforced its message of female empowerment, leveraging celebrity endorsements, partnerships with feminist organizations, and thought leadership to position the brand as more than just a dating app. The brand’s campaigns often go beyond traditional marketing, focusing on social causes such as equality and mental health awareness.
One of Bumble’s most effective PR campaigns was the launch of the “Bumble Fund,” which provides funding for women-led startups. This initiative allowed Bumble to tie its brand to a larger social cause, and the media quickly took notice. By aligning with the feminist movement and promoting women’s success, Bumble was able to create a strong emotional connection with its user base, positioning itself as a brand that stood for something much larger than a product.
Outdoor Voices – Redefining Fitness and Inclusivity
Outdoor Voices, an activewear brand, has successfully used PR to redefine the concept of fitness by focusing on inclusivity and fun rather than perfection. Their brand message, “Doing Things,” emphasizes that exercise is about enjoying movement, not just achieving a certain body type. This messaging has resonated with a wide audience, from fitness enthusiasts to those new to exercise, positioning Outdoor Voices as a brand that celebrates all forms of physical activity.
The PR strategy behind Outdoor Voices has focused heavily on collaborations with influencers, athletes, and media outlets that align with the brand’s values of body positivity and inclusivity. Their PR campaigns have spotlighted real people—rather than just models or professional athletes—to showcase the diversity of body types and fitness levels that the brand represents.
Outdoor Voices has also utilized experiential marketing to further solidify its lifestyle branding. Their “Doing Things” campaign, which encourages people to participate in fun, non-competitive physical activities, has resonated deeply with customers who are tired of the pressure to achieve unrealistic fitness goals. Through strategic PR efforts, Outdoor Voices has become synonymous with a positive and inclusive approach to fitness.
The Role of Digital PR and Community Engagement
Both Bumble and Outdoor Voices have excelled at using digital PR to build a community around their brands. Social media platforms, particularly Instagram, have played a pivotal role in amplifying their messages and engaging directly with their customers. Through influencer partnerships and user-generated content, both brands have created a sense of belonging among their followers.
Bumble’s viral campaigns, such as the #BumbleDateNight challenge, encouraged users to share their dating experiences, further strengthening the sense of community. Similarly, Outdoor Voices used social media to showcase real-life examples of people enjoying movement, whether through yoga, hiking, or other activities, helping to humanize the brand and make it relatable to a wider audience.
Bumble and Outdoor Voices have used PR to create meaningful, lasting connections with their customers. Their focus on values-driven marketing, community-building, and digital-first PR strategies has allowed them to transcend their products and become part of their customers’ lifestyles. By focusing on empowerment, inclusivity, and authenticity, both brands have successfully established themselves as leaders in their respective industries, showing that lifestyle PR can be a powerful tool for small brands looking to disrupt the market and build loyal customer bases.
For brands looking to emulate Bumble and Outdoor Voices’ success, the key takeaway is clear: successful PR isn’t just about pushing products—it’s about aligning with your customers’ values, telling a story they can connect with, and creating a community around your brand. In the end, it’s this authenticity and emotional resonance that will drive long-term success in the modern market.
