Bumble is fighting to win back fatigued daters by turning to a marketing message already adopted by its peers: true love is real, and you can find it on a dating app.
The beleaguered dating app, seeking a turnaround amid job cuts and declining revenue, has released a global campaign that spotlights real couples who met on Bumble. As evidence mounts that Gen Z is souring on dating apps, “For the Love of Love,” executed by Bumble’s in-house creative studio, Special US, and Arena Media, makes the case for Bumble’s ability to facilitate real, meaningful relationships.
The company has also refreshed its app, with new features including photo verification, personalized recommendations, and a dating advice hub featuring more than 40 pieces of content from relationship experts like Jillian Turecki, Shan Boodram, and Kier Gaines.
Running globally from late August until early December, the campaign will comprise out-of-home ads with images by photographer The Collective You, who captured real Bumble couples from around the world.
To emphasize the importance of in-person connections, the brand will host invite-only singles nights in cities like New York, Mexico City, London, Berlin, Madrid, and Mumbai. Additional immersive installations will showcase handwritten letters, wedding invitations, and baby photos from former users who found love on the app.
The campaign will also feature tie-ups with podcasts including The Mel Robbins podcast, Goop, and We Can Do Hard Things, as well as editorial partnerships with The New York Times and Vogue.
Throughout, Bumble is showcasing findings from a survey conducted with YouGov, which revealed 55% of people believe dating apps can lead to real love, and 45% know someone who’s found love on a dating app.
