Bumble is combating to win again fatigued daters by turning to a advertising message already adopted by its friends: real love is actual, and you could find it on a courting app.
The beleaguered courting app, looking for a turnaround amid job cuts and declining income, has launched a world marketing campaign that spotlights actual {couples} who met on Bumble. As proof mounts that Gen Z is souring on courting apps, “For the Love of Love,” executed by Bumble’s in-house artistic studio, Particular US, and Enviornment Media, makes the case for Bumble’s potential to facilitate actual, significant relationships.
The corporate has additionally refreshed its app, with new options together with picture verification, customized suggestions, and a courting recommendation hub that includes greater than 40 items of content material from relationship consultants like Jillian Turecki, Shan Boodram, and Kier Gaines.
Working globally from late August till early December, the marketing campaign will comprise out-of-home adverts with photographs by photographer The Collective You, who captured actual Bumble {couples} from around the globe.
To emphasise the significance of in-person connections, the model will host invite-only singles nights in cities like New York, Mexico Metropolis, London, Berlin, Madrid, and Mumbai. Further immersive installations will showcase handwritten letters, wedding ceremony invites, and child images from former customers who discovered love on the app.
The marketing campaign can even characteristic tie-ups with podcasts together with The Mel Robbins podcast, Goop, and We Can Do Arduous Issues, in addition to editorial partnerships with The New York Instances and Vogue.
All through, Bumble is showcasing findings from a survey carried out with YouGov, which revealed 55% of individuals imagine courting apps can result in actual love, and 45% know somebody who’s discovered love on a courting app.
“This marketing campaign is a reminder that love is price believing in,” Whitney Wolfe Herd, founder and CEO of Bumble, informed ADWEEK in a press release. “‘For The Love of Love’ is our means of honoring those that proceed to indicate up with hope—for one thing trustworthy, deep, and actual. We need to make area for that type of connection.”
Bumble’s comeback try
Bumble has a steep hill to climb in rebuilding its model, after the corporate axed 30% of its workforce in June. Its inventory has misplaced 90% of its worth since going public in 2021, based on CNN, whereas its second quarter income declined by 7.6%.
Wolfe Herd, who based the app in 2014, returned to Bumble as CEO earlier this 12 months to assist flip across the enterprise.
Bumble’s model additionally took successful final 12 months after a rebrand and adverts that sparked backlash for making mild of celibacy. The model later apologized for the marketing campaign.
For this new marketing campaign, Bumble took a special method after connecting with its group, stated Neela Pal, senior vp of worldwide advertising.
“Through the years, discovering love on-line has shifted,” Pal informed ADWEEK. “It marks a renewed give attention to what issues most: serving to folks discover actual love, in all its depth, uniqueness, and risk.”
The courting app drawback
Bumble’s challenges mirror these of the broader sector, as growing numbers of customers report courting app fatigue. Match Group, proprietor of courting apps together with Tinder and Hinge, reduce 13% of its workforce earlier this 12 months.
A 2025 survey from Forbes Well being and OnePoll discovered 78% of all customers and 79% of Gen Z have skilled courting app burnout.
To deal with this situation, Bumble goals to indicate the way it “brings folks nearer to like, prioritizing a member expertise that drives curiosity, ignites confidence, and sparks pleasure each step of the best way,” Wolfe Herd stated.
“We’re utilizing every thing we’ve discovered: the great, the imperfect and the trustworthy, to reimagine what significant relationships seem like on this subsequent chapter,” she added.
Bumble’s rivals have additionally doubled down on advertising that emphasizes romance and IRL connections. In adverts additionally launched this week, Tinder is celebrating the distinctive feeling of getting a crush. Earlier this month, Hinge continued a marketing campaign telling real love tales that started on its app.
