Bumble

The Objective

Bumble has emerged as a leading networking platform that allows people to make empowered connections in all areas of their lives. From business connections, to friendships, to new romances—Bumble has become a premier digital destination. Looking to diversify their marketing mix and find new users profitably, especially given rising costs on traditional digital channels, Bumble came to TikTok to lean in to the authenticity our community loves and genuinely connect with a new audience.

The Solution

In an effort to make TikToks and not Ads and seamlessly blend into For You feeds, Bumble moved to work with notable TikTok creators, including David Dobrik and Brittany Broski. Each creator, coming with a multi-million user following, contributed native-looking video content that was sure to catch the community's attention. In addition to optimizing the native In-Feed Ads for direct response, Bumble took advantage of the hands-on control the TikTok Ads Manager provides and utilized new products like optimization for in-app events, automated bidding, and creative optimization features to follow through on their initial goals.

The Results

By tapping notable creators and strategically working within the TikTok Ads Manager, Bumble successfully leaned in to the "Don't Make Ads, Make TikToks" mantra, and served relevant, relatable content to an engaged community. This resulted in a 5X increase in App Install Volume since start of TikTok program while achieving a 64% decrease in cost-per-registration.