“This marketing campaign is a reminder that love is value believing in,” Whitney Wolfe Herd, founder and CEO of Bumble, instructed ADWEEK in an announcement. “‘For The Love of Love’ is our approach of honoring those that proceed to indicate up with hope—for one thing trustworthy, deep, and actual. We need to make area for that type of connection.”
Bumble’s comeback try
Bumble has a steep hill to climb in rebuilding its model, after the corporate axed 30% of its workforce in June. Its inventory has misplaced 90% of its worth since going public in 2021, based on CNN, whereas its second quarter income declined by 7.6%.
Wolfe Herd, who based the app in 2014, returned to Bumble as CEO earlier this 12 months to assist flip across the enterprise.
Bumble’s model additionally took a success final 12 months after a rebrand and ads that sparked backlash for making gentle of celibacy. The model later apologized for the marketing campaign.
For this new marketing campaign, Bumble took a unique strategy after connecting with its neighborhood, stated Neela Pal, senior vp of worldwide advertising and marketing.
“Through the years, discovering love on-line has shifted,” Pal instructed ADWEEK. “It marks a renewed give attention to what issues most: serving to individuals discover actual love, in all its depth, uniqueness, and chance.”
The relationship app drawback
Bumble’s challenges mirror these of the broader sector, as growing numbers of customers report relationship app fatigue. Match Group, proprietor of relationship apps together with Tinder and Hinge, cut 13% of its workforce earlier this 12 months.
A 2025 survey from Forbes Health and OnePoll discovered 78% of all customers and 79% of Gen Z have skilled relationship app burnout.
To deal with this subject, Bumble goals to indicate the way it “brings individuals nearer to like, prioritizing a member expertise that drives curiosity, ignites confidence, and sparks pleasure each step of the best way,” Wolfe Herd stated.
“We’re utilizing every thing we’ve discovered: the nice, the imperfect and the trustworthy, to reimagine what significant relationships appear to be on this subsequent chapter,” she added.
