Blonde woman in yellow drinks wine with friends, then smiles on a sofa holding a phone; "I MEET ON BUMBLE AND WE MATCH"
Submitted by Digital Voices

Bumble Valentine's Day TikTok Creator Campaign

Influencer Marketing

Digital Voices ran a Valentine's Day TikTok influencer campaign for Bumble among Gen Z and Millennial women, which the agency reports delivered 3.9M TikTok impressions.

3.9MTikTok Impressions
+400%Delivery vs Guarantee
6.65%Engagement Rate
$0.03CPI

Case in 60 seconds

Bumble needed to assert its message that women make the first move inside the dating conversation on TikTok, where it had to engage Gen Z and Millennial women and become their number-one dating app.

The campaign turns on the culture of sharing dating stories on TikTok, because a brand placed at the center of stories singles already tell joins the conversation rather than interrupting it, which is the reading the page gives.

The organizing thesis was to put Bumble at the center of the culture of sharing dating stories on TikTok, with creators making videos meant to shock the system and spark conversation rather than recite product messaging.

Digital Voices cast brand-aligned influencers across diverse communities and content verticals and gave each creative reign over one TikTok video sharing the struggles of singlehood on Valentine's Day while highlighting Bumble app features. The agency also handled negotiation, usage rights and repurposing, campaign management, creative strategy and data analysis.

Digital Voices reports 3,900,000 TikTok impressions, +400% over its guarantees, a 6.65% engagement rate and a $0.03 CPI, and says the content drove app downloads, although no download count is published.

Strategy Breakdown

Gen Z and Millennial women in the United States, reached through the dating conversation on TikTok.
Valentine's Day puts singles under pressure while TikTok rewards candid dating stories, so the campaign placed Bumble inside the struggles of singlehood rather than alongside celebrations of couples.
Bumble sits at the center of shared dating stories, with its app features highlighted inside creators' accounts of singlehood rather than presented as the subject of the videos.

Creative & Execution System

Assets & channels

  • TikTok

Partners

  • Digital Voices

Results & Evidence

MetricValue
TikTok Impressions3.9M TikTok impressions
Delivery vs Guarantee+400% over guarantees
Engagement Rate6.65% engagement rate
CPI$0.03 CPI

Why Digital Voices' strategy worked

  1. 1

    Handing creators creative reign over one video each, rather than a script, lets a brand claim travel inside personal stories, because the audience meets the product as part of a story already being told.

  2. 2

    A cultural date such as Valentine's Day gives a dating brand a shared prompt for creators, so the brief can stay narrow while voices from diverse communities answer it in their own way.

  3. 3

    Reporting delivery against a guarantee shows performance relative to a promise, which helps a reader only when the guarantee itself is published, and on this page the guaranteed figure is not given.

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