SOCIAL SAMOSA – Bumble's recent India strategy focused on deep localisation and experiential growth. In 2023–2024, it expanded to cities like Ahmedabad, Kolkata, Chennai, and Chandigarh with regional campaigns using local languages. The "Rundowner" event, in partnership with PUMA, turned speed dating into a fitness event, targeting 21–35-year-olds with city runs and post-run mixers. The "Opening Moves" campaign, led by Khushi Kapoor and Vedang Raina, addressed internal data showing nearly half of women wanted more conversation-starting tools, reframing Bumble's first-move feature. Product-led storytelling also drove campaigns like "Kindness is Sexy," which promoted in-app compliments and resulted in 4M feature clicks and a 9% brand awareness lift. Bumble also tapped into cricket culture with the "Special Delivery" campaign featuring Ravi Shastri, generating 430M impressions and strengthening appeal with Gen Z and cricket fans alike.
See full article at Social Samosa
Summarized by the Courtland Brooks team