Wanderlove

Client: Bumble

In Summer 2023, Bumble launched the Wanderlove campaign to promote its new Travel Mode feature, inspired by the insight that 52% of users seek romance while traveling. This campaign was designed to engage young single females and increase awareness of Bumble Premium by highlighting Travel Mode's benefits for summer dating.

The campaign aimed to authentically engage Bumble's target demographic of young single females, increase app awareness, and drive usage of the Travel Mode feature exclusive to premium users. The goal was to position Bumble Premium and Travel Mode as essential tools for summer dating, differentiating Bumble from competitors. Partnering with Evolve & Global - Outdoor, the campaign launched on August 14th with Cross Track OOH installations in key London Underground stations, using playful and romantic messaging. On August 29th, the focus shifted to a major takeover at London Stansted Airport, a key hub for the target demographic. This included a 24-hour live departures board and a satirical check-in desk with Jane Boulton from the UK's '90s TV show "Airline," bringing humor and engagement to the campaign. Influencer collaborations and a strategic TikTok boost ensured widespread visibility. The Wanderlove campaign achieved its objectives, resulting in a 24% year-on-year growth in premium subscribers and a 10% increase in total awareness among the target demographic. Jane Boulton’s video alone garnered 3.5 million views with a 7% engagement rate. The campaign received coverage from prominent publications and resonated broadly, confirmed by its feature on the popular Instagram page "Archbishop