Bumble is combating to win again fatigued daters by turning to a advertising and marketing message already adopted by its friends: real love is actual, and you could find it on a relationship app.

The beleaguered relationship app, searching for a turnaround amid job cuts and declining income, has launched a worldwide marketing campaign that spotlights actual {couples} who met on Bumble. As proof mounts that Gen Z is souring on relationship apps, “For the Love of Love,” executed by Bumble’s in-house inventive studio, Particular US, and Area Media, makes the case for Bumble’s skill to facilitate actual, significant relationships. 

The corporate has additionally refreshed its app, with new options together with picture verification, personalised suggestions, and a relationship recommendation hub that includes greater than 40 items of content material from relationship consultants like Jillian Turecki, Shan Boodram, and Kier Gaines.

Operating globally from late August till early December, the marketing campaign will comprise out-of-home adverts with pictures by photographer The Collective You, who captured actual Bumble {couples} from around the globe. 

To emphasise the significance of in-person connections, the model will host invite-only singles nights in cities like New York, Mexico Metropolis, London, Berlin, Madrid, and Mumbai. Further immersive installations will showcase handwritten letters, wedding ceremony invites, and child photographs from former customers who discovered love on the app. 

The marketing campaign can even characteristic tie-ups with podcasts together with The Mel Robbins podcast, Goop, and We Can Do Exhausting Issues, in addition to editorial partnerships with The New York Occasions and Vogue.

All through, Bumble is showcasing findings from a survey performed with YouGov, which revealed 55% of individuals consider relationship apps can result in actual love, and 45% know somebody who’s discovered love on a relationship app.