fbpixel Bumblex:Lime: Digital Storytelling Campaign | MG Empower
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Delivering an influencer-led campaign to drive turnout and buzz for the Bumble x Lime Singles Party.

For the Bumble x Lime Singles Party in London, MG Empower’s involvement focused on influencer activation, only selecting and managing culturally relevant talent to deliver clear event messaging and a strong FMOB CTA across social. The influencer content strategy was split across two objectives: traffic (to drive clicks and attendance) and favourability (to build brand warmth and positive sentiment). Through a mix of paid and organic creator content, the campaign generated strong pre-event intent and high-performing event-led storytelling that outperformed forecasts.

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Objective.

The Bumble x Lime Singles Party sought to make dating in London easier! Talent with getting this messaging across, whilst also including the FMOB CTA. Our content was split into two objectives: traffic and favorability. Story Set 1’s objective was traffic, contributing to strong event turnout, including 19 influencers and their +1s. Iin-feed content and Story Set 2 focused on favorability, delivering strong ERs and positive sentiment, outperforming all forecasts!

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Q2 strategy.

We aimed to position Bumble as the go-to dating app for Gen-Z in London by partnering with culturally relevant talent to showcase it as the best app to meet like-minded people in London.

Challenges.

Due to Bumble’s social freeze during this period, influencers and Lime took full ownership of guestlist. This meant ensuring we worked with talent who not only had strong reach, but were also able to promote the event effectively through their own platforms. Overall, through our paid and organic talent, this approach led to a successful turnout of over 200 attendees!

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Results.

Key Successes.

Lime content outperformed all forecasted results across all metrics, the standout result being 23.3% organic ER. Freya’s in-feed video was the top performer, pulling in over 42.6K organic views, while Katie’s aesthetic event montage delivered a strong 27.16% ER both highlighting the ongoing impact of event-led storytelling. Pre-event, influencer promotion also produced clear results, with over 12.9K clicks generated across paid and organic content. Beyond performance metrics, the event itself was a success, with Freya and Spencer bringing along lots of +1s, contributing to the fun atmosphere on the day.

 

 

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