BUMBLE Others Bumble United States
The Brief
Bumble was launched in a very different cultural landscape than today, and the client was concerned that it was losing relevance in an oversaturated space of female-first brands. Looking to revive their cultural relevance, the brand came to us for a new approach to their editorial strategy.
OUR INSIGHT
We tapped into a medium where an existing subcommunity was congregating: Research identified three key areas to focus on; content that better resonated with more diverse audiences, helped users optimize their Bumble app experience, and spoke to relevant social and cultural conversations that tied back to brand product, mission and values.
The IDEA
We established a weekly digital digest built by a team of culturally-savvy individuals, that covered everything from trending social formats to emerging and mass cultural conversation drivers.
Through manual trawls and desktop research across Instagram, Facebook, Twitter, TikTok and YouTube, we delivered weekly strategic observations and creative recommendations that focused on Bumble’s key content priorities:
Pop Culture & Entertainment
Love, Sex & Dating
Intersectional Feminism
Results
400+ digital observations and 60+ creative recommendations delivered within the first quarter of the partnership.
+36% increase in engagement rate on Bumble’s Instagram.
+22.7k follower increase in the first quarter of the partnership – 8x the previous quarter.
Produced the brand’s best performing Instagram Reel which garnered more than 870k views.
AS SEEN IN THE MEDIA
Ad Age, 2 Jan 2021
9 BRAND SOCIAL FEEDS WE LOVED TO FOLLOW IN 2020
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