BUMBLE SHARES THE RECIPE FOR A RELAXED CHRISTMAS, EMBODIED BY A CHEEKY OMA WHO JUST GETS IT.
THE CHALLENGE:
HOW CAN A DATING APP MAKE singles FEEL SEEN at THE MOST couple-y TIME OF THE YEAR?
Bumble wanted to make people feel good and confident navigating dating during the holiday season. They also wanted to show that Bumble JUST gets them.
Insight:
Being single can be challenging enough at the best of times. The holiday season can be the hardest of all for singles - a time filled with expectation, questions from nosy relatives and pressure from all sides.
So we thought: why not flip the insight? We put Bumble at the centre of it all, embodying the opposite of holiday stress through the chilled relative who reminds them to protect their peace. This was brought to life through a badass cookie-baking Grandma, who’s got the life experience needed to remind singles why they should celebrate their single-ness all year round. Our headline: Single this Christmas? You’ve got this baked (which refers to a cookie-baking related pun in German; “Single an Weihnachten? Kriegst du gebacken.”)
the outcome
This hero video: “The recipe for a relaxed Christmas” was distributed across Instagram, TikTok (run as an ad) and YouTube. We also produced Bumble Blend cookies, made available at Jones, a local partner cafe in Berlin, where cookie boxes were inscribed with the following messages: I’ll give it to someone special. Me. // Single all the way. // Ja, Mama, ich bin immer noch single. (Yes, Mum, I’m still single) Von: mir, Für: mich (From: Me, For: Me).
This was followed by an IRL cookie hand-out activation at Berlin Central train station for those on their way home for Christmas. Creator content was distributed throughout the campaign, from teaser, to launch, and activation coverage. These creators acted as ambassadors throughout, discussing the topic of dating around Christmas and reacting to the hero video.
The comments received on the hero asset were overwhelmingly positive. Our key goal was met: the campaign had a relatable, engaging message - and it managed to make the key audience smile. Many acknowledge the fact that the content is advertising - but that it’s a ‘really good ad’.
and this is What People said
“ngl best ad ever”
— TikTok user
“MADE MY DAY”
— TikTok user
“cool grandma🤗🥰”
— TikTok user
“this lady’s got drip”
— TikTok user