BUMBLE | MAMI KNOWS BEST

For Hispanic Heritage Month (HHM) 20233 we set out to celebrate  & authentically connect with the Latine Community on social media.

Insight: Dating is a very taboo topic in Latin American households, especially between parents and their kids. It's something that isn't talked about, so often young Latines are navigating dating on their own or just relying on friends.

We also know that these generational gaps in the Latine community are heightened because of acculturation and cultural differences, so bridging the gap in a topic like love and dating is incredibly important.

“Gen Z Hispanics are socially progressive and willing to challenge traditional values and norms.”

Concept:

Mami Knows Best

A fun social opportunity to bring together Gen Z star Michael Cimino and his mother, getting her raw feedback on his dating profile and giving her best advice while learning about the dating lives of their child.

Campaign Elements:

• 4 total pieces featuring Gen Z Actor Michael Cimino & his mom Debby

• 11 total pieces of content that were amplified throughout HHM, including 5 influencers.

  • Liz & Mom

  • Spicy Mari

  • Pablo

  • Xile

  • Jackie

• Press coverage by Adweek

Results:

• Mami Knows Best drove 13M social impressions across Instagram and TikTok. 

• The hero piece drove incredibly strong performance with a total of 6.9M impressions. Our organic launch of the film on IG drove a very ER of 8.63%, amplifies by natural shares and comments of Hulu’s “Love Victor” cast and prominent Latine figures in Hollywood

• Overall the campaign drove strong app install performance.