fbpixel The Bumble Girls Trip - MG Empower
The Bumble Girls Trip The Bumble Girls Trip
#BumbleGirlsTrip
#BumbleGirlsTrip #BumbleGirlsTrip #BumbleGirlsTrip #BumbleGirlsTrip
Services

Influencer
Strategy
Experience

Markets
Spain; UK
#BumbleGirlsTrip

Raising awareness about Bumble’s Travel Mode through an influencer trip.

Our strategy, influencer and experience teams came together to develop an integrated activation to highlight Bumble’s Travel Mode feature with truly authentic content. The Bumble Girls were taken to Mallorca to enjoy the ultimate weekend getaway utilising Travel Mode with a bespoke agenda of activities and paradisiac landscapes. Audiences followed the whole journey, engaging with content before, during and after the trip while deepening the connection with Bumble as the app that puts women’s experiences first.

01.0123 M
ORGANIC VIEWS & IMPRESSIONS
01123.01234 K
ENGAGEMENTS
78.8901 K
CLICKS
Challenge.

Promote Bumble’s new feature while connecting the brand to the Summer holidays.

As part of its mission to make dating better by putting women’s experiences first, Bumble has launched the Travel Mode – a premium feature that allows users to change their location to where they’re heading up to two weeks before the trip. Besides raising awareness about the release, the app aimed to connect audiences to the Summer holidays vibes, reinforcing its positioning as an online partner that also creates memorable IRL moments to help people meet and foster authentic relationships.

Strategy.

Strategy.

An integrated strategy merging digital and IRL turned into Bumble’s first-ever influencer trip.

When it comes to dating, offline experiences that connect interests and authenticity are key to creating a positive brand perception. Considering Bumble’s objectives for the quarter along with the launch of the new feature, our experts built an integrated strategy centred around an unforgettable activation: the #BumbleGirls Trip. The app’s ambassadors were taken to Mallorca to enjoy the ultimate weekend getaway, inspiring communities with engaging, unpolished and energetic content – while creating noise around Bumble’s Travel Mode, supported by a paid amplification plan. The multiphase editorial direction – incorporating a full storytelling before, during and after the experience – was designed to inspire creators to create organic narratives set by pillars such as holiday vibes, group style and location aesthetic.

 

 

Results.

Beyond engagements, the campaign helped build long-term interest in Bumble and a positive brand perception.

By bringing influencers to experience the brand through an experiential activation, the strategy led to a 4.9% ER – an engagement rate above the industry average. The results generated by the authentic content creation proved the storytelling framework developed was crucial to building strong interest from both the audience and the creators. The #BumbleGirls trip generated 75% of earned media – the greatest volume achieved across any campaign. The content cadence and the amplification plan increased reach and conversion – enhanced by a remarkable positive sentiment throughout the campaign journey.

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