Bumble Presents Luv2SeeIt With Teyana Taylor
Black Gen-Z and millennial daters aren’t looking to dating apps to find love anymore Having seen an 11% drop in Black Gen-Z women on their app and recognizing the unique challenges Black daters face, Bumble came to us to create a campaign catered toward its Black users.
Production
1ParkNine
+ Full Story
The Research
We partnered with bold culture to do an in depth research about the state of black women, dating, etc. From there we took the insights and created a go-to-market strategy for Bumble specifically for Black people (male, female, non-binary) to get them more engaged with the platform as well as launch some of their diversity features in app.
The Strategy
We developed a program that would not only build the brand’s relationship with Black singles, but also showcase their understanding of the Black dating experience, pain points, and culture as a whole. With a focus on audio and video as well as real life touchpoints, the program would reflect the realities of dating today while empowering our target audience to choose their own love story.
We Delivered
A long-form web series that explores hot-button topics on love and dating to position Bumble as a brand that doesn’t just understand the intricacies of dating while Black, but also is making moves to nurture love in people’s everyday lives. Our team chose Teyana Taylor as the host because of her public stance on dating on your own terms throughout the years and her natural appeal to both the Gen-Zand millennial audiences.
Using a mix of mega, macro, and micro influencers as well as real Bumble users in each episode, we not only boosted reach and awareness, but also established cultural relevance while spotlighting authentic stories.
As an extension to the program, we also created an experiential activation during HBCU Homecoming at Spelman and Morehouse College to reach current and potential Bumble users as a physical touchpoint to the #Luv2SeeIt experience.
Using a mix of mega, macro, and micro influencers as well as real Bumble users in each episode, we not only boosted reach and awareness, but also established cultural relevance while spotlighting authentic stories.
As an extension to the program, we also created an experiential activation during HBCU Homecoming at Spelman and Morehouse College to reach current and potential Bumble users as a physical touchpoint to the #Luv2SeeIt experience.
The Results
This was Bumble’s 3rd highest grossing video series of all time and highest grossing series for a minority audience, delivering 8.1 billion total impressions.
Production
1ParkNine
The Research
We partnered with bold culture to do an in depth research about the state of black women, dating, etc. From there we took the insights and created a go-to-market strategy for Bumble specifically for Black people (male, female, non-binary) to get them more engaged with the platform as well as launch some of their diversity features in app.
The Strategy
We developed a program that would not only build the brand’s relationship with Black singles, but also showcase their understanding of the Black dating experience, pain points, and culture as a whole. With a focus on audio and video as well as real life touch points, the program would reflect the realities of dating today while empowering our target audience to choose their own love story.
We Delivered
A long-form web series that explores hot-button topics on love and dating to position Bumble as a brand that doesn’t just understand the intricacies of dating while Black, but also is making moves to nurture love in people’s everyday lives. Our team chose Teyana Taylor as the host because of her public stance on dating on your own terms throughout the years and her natural appeal to both the Gen-Z and millennial audiences.
Using a mix of mega, macro, and micro influencers as well as real Bumble users in each episode, we not only boosted reach and awareness, but also established cultural relevance while spotlighting authentic stories.
As an extension to the program, we also created an experiential activation during HBCU Homecoming at Spelman and Morehouse College to reach current and potential Bumble users as a physical touchpoint to the #Luv2SeeIt experience.
The Results
This was Bumble’s 3rd highest grossing video series of all time and highest grossing series for a minority audience, delivering 8.1 billion total impressions.
Production
1ParkNine
