fbpixel Bumble #MyLoveIsBlackLove - MG Empower
CS_Bumble_MyLoveIsBlackLove
Bumble
#MyLoveIsBlackLove #Bumble #MyLoveIsBlackLove #Bumble #MyLoveIsBlackLove #Bumble #MyLoveIsBlackLove #Bumble
Markets
UK
Ireland
#MyLoveIsBlackLove #Bumble

Amplifying Black British visibility and building new audiences for Bumble.

For Black History Month 2020 and 2021, Bumble UK asked us to help build and promote a groundbreaking YouTube series, #MyLoveIsBlackLove. So we engaged a team of influential Black British people to join the mission by sharing raw love stories and experiences, reinforcing Bumble’s commitment to inclusion and visibility.

The two awards this campaign won are testament to our influencers’ significant social impact. We knew this was an important opportunity for Black British love to be seen in its entirety and that’s exactly what resonated most with Bumble’s audiences – feeling seen and feeling heard.

01890 %
ENGAGEMENT RATE
12890 K
ORGANIC SHARES
128907890 %
UGC UPLIFT
Context.

Context.

Over half (52%) of Black British people do not think their love is well represented online, according to research conducted by Bumble in 2020.

Another key takeaway from Bumble’s research was that more than half (57%) of Black people in the UK have experienced racism or racial bias while on a date. In response to findings like these, Bumble asked us to help create #MyLoveIsBlackLove – a YouTube series celebrating what Black love really means in Britain today.

Challenge.

Challenge.

Accurately represent Black, British love and drive traffic to Bumble’s YouTube series.

For the past two Black History Months (2020 and 2021), Bumble UK tasked us with assembling a team that would amplify the voices of the Black British community. We also needed to drive awareness and traffic to the series living on Bumble’s YouTube channel, promote Black History Month and position Bumble as a key voice in this important conversation.

 

 

MyLoveIsBlackLove 2020_Yomi Adegoke

Strategy.

We asked nano-to-celebrity to champion visibility by sharing their truths.

In 2020, we engaged an all-star team of multi-tier Black British influencers, artists, actors, athletes, entrepreneurs and activists – all with different opinons, perspectives and experiences – to feature in #MyLoveIsBlackLove and amplify their uniquely Black, British love stories via repurposed content on Instagram and Twitter to get people watching. Then we did it again the next year.

Results.

Results.

Two awards and 3x more earned media than targeted.

The campaign inspired millions, generated 3x above our media target and won two awards  (Most Creative Influencer Marketing Campaign at the Influencer Marketing Awards and Best Use of Influencer Marketing at the Digiday Awards) for its impact. A 10% ER thanks to a strong creative led to 20K+ organic shares and £35K EMV from creators’ organic posts.

We also gained significant media attention, registering over 75 online media pieces which  spotlighted Bumble as an inclusive business and safe space for its diverse user base.

This is an award-winning campaign for a reason: Our sentiment analyists identified a general sense of ‘finally feeling seen and heard’.

 

 

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  • MyLoveIsBlackLove 2020_Jamal _ Jazz

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