Once we’d narrowed down the profile for Bumble’s ideal target group, we worked closely with the client to determine the best approach for reinforcing the brand’s positive messaging. We eventually alighted on a mix of digital, out-of-home and event initiatives, designed to make Bumble feel less like a brand and more like an approachable, supportive, and slightly sassy peer.

We created and executed a diversified go-to-market strategy, from guerilla marketing campaigns and sampling to live events and giveaways, in locations across Germany. We designed each of these campaigns to bring the optimal amount of joy and humour into the daily lives of singles.

Find out how we successfully launched Bumble in Germany. HY.AM STUDIOS are the experts for successful go-to-market campaigns.

Bumble - Making the first move – HY.AM STUDIOS

Making the first move

To supply Bumble with the best possible understanding of their new market, we provided our client with an extensive consumer insight report on their target audience and German dating behaviours.

We organised promotional events where we distributed silly but useful tokens geared towards specific events and locations. We also facilitated man-on-the-street style giveaways, handing out playful love letters, chocolates and balloons to make passersby feel part of the larger brand journey.

We made Bumble part of the urban landscape through Guerilla marketing techniques and out-of-home advertisements such as bright yellow stickers, featuring funny phrases; water-soluble graffiti, sprayed in front of popular haunts; and posters with tongue-in-cheek messaging.

Over the course of a year, we helped position Bumble as the premium lifestyle dating platform in Germany, making it the preferred choice in online dating for millennials.

Bumble

"Making the first move"

In-depth market research

Engaging promotional activities

Marketing with a sense of humour

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