Madeline Dennison
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BUMBLE | IT STARTED WITH

BUMBLE | IT STARTED WITH BUMBLE

 Across the globe, we hear new stories every day of members finding success through our app. By sourcing, engaging, celebrating, amplifying our diverse community and their connections, we had the opportunity to establish Bumble as THE place to find all types of positive dating connections and experiences.Our long term strategy for member success was to develop a success lifecycle program that will drive peer-to-peer referral and engage our members to ultimately build lifelong Bumble advocates.

We kicked off a new customer success strategy in Q2 2022, that shifted the way we talk about success as not just celebrating engagements, long-term relationships, and babies but all the moments in between. With the It Started With Bumble messaging we aimed to celebrate all kinds of positive outcomes.

Sure, Bumble introduced you two.
But it was you that made something happen, 

that created the ‘aha’ moment.
What made you go for the first kiss?
What made you laugh so much you spat your G&T out?
What happened that you’ve given them that nickname? 


We want those in-depth stories.
Nothing surface level. Stuff that shows off
how fun and great our users are, stuff people can
relate to and see themselves in, stuff that shows
the real moments that make up success.

CREATIVE STRATEGY

Celebrating success has been key in showing how Bumble fosters healthy and equitable relationships; however, we had historically leaned into more ‘traditional’ forms of success and want to shift into showcasing different types of dating success amongst our users.

The creative direction, It Started With Bumble, reclaimed the definition of success and leaned into how it started versus how it ended. We leaned into mixed media UGC style assets. We highlighted the success stories of Bumble users by including the little details and moments that make their story unique.

MEDIA

In 2022 & 2023 this campaign was based on an always-on approach to maintain awareness & being top of mind to customers. North America Media Channels included Meta, Tiktok, YouTube, Reddit, Uber, Pinterest, Buzzfeed & more.

COMMUNITY

  • Throughout 2022 we activated & expanded our community engagement program. Highlighted below some key wins:

    • Launched a dedicated success story website on bumble.com - reaching over 100k views on our submission form and doubling the number of stories captured.

    • Tested and launched specific success story partnerships with Over the Moon & UrbanStems.

    • Distributed 7k pieces of ISW custom merch to our members - including surprise wedding gifts featuring our Shop collections to those who had invited Bumble to their special day!

    • Generated social conversation around the platform and grew #ItStartedWithBumble hashtag to 198+ organic posts.

    • Unlocked a new channel to engage with this audience via a dedicated newsletter with over 1500 subscribers.

ACTIVATION CHANNELS

  • Organic Social - Amplified across organic social channels generating 800k+ views from both Bumble’s channels and organic UGC. ISWB creative has been adopted as THE platform to share positive customer stories.

  • Community & College - College Ambassadors also produced 200 videos featuring It Started With messaging to highlight the variety of ways to celebrate success, which generated 120K+ views.

  • IRL Events - Developed 150 table toppers that were featured at over 100 Bumble IRL events across the country to help source more unconventional stories from people currently dating on Bumble.

  • Shop/Merch - Developed ISW merch and enabled gifting for friends/family through success story collections on Shop - offering special discounts for the Bumble success story community.

RESULTS

  • Consideration - (Measured through Morning Consult)

    • Our primary goal of this effort was to maintain purchase consideration, and with our efforts we successfully saw a lift in consideration in the US in each quarter (Q2 +2ppt, Q3 +1ppt, Q4 +2ppt)

  • Awareness - (Measured through Morning Consult)

    • Bumble saw a +3ppt lift in 'awareness’ on Morning Consult amongst our US Early Career audience throughout our campaign flight.

  • Amplification Performance (US + CAN):

    • Overall the campaign drove 293M+ paid media impressions, 11M+ earned press impressions, 800K+ organic social impressions and 1M+ clicks.

    • 29k+ installs from our Q2 Reddit Campaign (US only).

    • Delivered 145% of impressions on the Buzzfeed ISW Homepage takeover (US).

  • Community

    • We captured +50% more success stories than LTD.