Three women: one laughs with a paintbrush, one gasps at her phone, one smiles beside "Mom: What does that BAMBLE mean"
Submitted by Digital Voices

Bumble Valentine's Day Influencer Video Campaign

Influencer Marketing

Digital Voices ran a Valentine's Day TikTok and YouTube influencer campaign for Bumble aimed at Gen Z and Millennial women, which the agency reports delivered 8.2M impressions.

8.2MImpressions
8.18%Engagement Rate
$0.03CPI

Case in 60 seconds

Bumble wanted to be the most relevant and preferred dating app for women in a highly saturated and competitive market, so the brief was to assert Bumble within the cultural dating conversation among Gen Z and Millennial women.

The campaign turns on the struggles of singlehood around Valentine's Day rather than on romance, because relatable dating content gives Gen Z and Millennial women a reason to watch, talk and act on what the app offers.

Digital Voices set out to put Bumble at the centre of cultural conversation while driving app downloads, through "shock the system" partnerships with relevant, engaging and trusted influencers working across more than one platform.

Influencers across diverse communities and content verticals were given creative freedom on TikTok and YouTube to produce a video highlighting Bumble's app features and speaking to the struggles of singlehood on Valentine's Day.

Digital Voices reports 8,200,000 impressions, +400% over its guarantees, an 8.18% engagement rate and a $0.03 CPI, while the page reports no app download figure despite naming downloads as a goal.

Strategy Breakdown

Gen Z and Millennial women in the United States, reached through relevant, engaging and trusted influencers drawn from diverse communities and content verticals.
Valentine's Day puts singlehood under pressure, and the page says the content spoke to those struggles, so the campaign met its audience in a moment of shared frustration rather than celebration.
In a dating app market the page calls highly saturated and competitive, Digital Voices sought preference through a place in the cultural dating conversation rather than through product comparison.
Bumble is placed as the dating app that understands the struggles of single women, with its features shown inside relatable dating content rather than presented as a pitch.

Creative & Execution System

Assets & channels

  • TikTok
  • YouTube

Partners

  • Digital Voices

Results & Evidence

MetricValue
Impressions8.2M impressions
Impressions vs Guarantee+400% over guarantees
Engagement Rate8.18% engagement rate
CPI$0.03 CPI

Why Digital Voices' strategy worked

  1. 1

    Giving creators creative freedom inside a fixed seasonal frame lets product features sit in content their audiences recognise, because the brand supplies the moment while each creator supplies the voice.

  2. 2

    Casting across diverse communities and content verticals rather than within one niche carries a single message into several audiences, which suits a brand trying to hold a broad cultural conversation.

  3. 3

    Reporting impressions against a guaranteed figure gives the client a fixed benchmark, so the +400% claim measures delivery against the agency's own promise rather than against a market norm.

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