Bumble, the women-first dating and social networking app, was founded by CEO Whitney Wolfe Herd in 2014. Bumble connects people across dating (Bumble Date), friendship (Bumble BFF) and professional networking (Bumble Bizz). Bumble is built on the importance of equitable relationships and how crucial they are to a healthy, happy life.
As a global brand, Bumble is always exploring how to engage their communities in a way that is meaningful and emblematic of their core values. That mission depends on them staying agile, creative, and genuine in their communications, and keeping a finger on the pulse of what really matters to their users.
With the Bumble app focused on empowering women to make the first move, it’s no surprise that healthy user growth and retention are at the forefront of Bumble’s marketing goals. But at their massive global scale - with thousands of different ad creatives in rotation and managing ad spend across dozens of channels - gaining the visibility and control they needed to reach those goals was a challenge. And, with a gap between channel and MMP data following the release of iOS 14.5, doing so without full insight into user-level data presented another layer of difficulty.
Making the first move
Bumble partnered with ironSource Luna to unify their marketing and drive growth for user acquisition and retention globally.
First, aggregating their data across channels and sources allowed them to create a single dashboard that was accessible to all of their internal teams. From this bird’s eye view, they could generate key performance insights and efficiently manage and optimize their campaigns with ease.
Bumble also used the Luna platform to derive deeper learnings around their creative performance with tools like creative tagging. Implementing creative labels was a simple and powerful way to measure performance and attribute key audience behaviors, even in the absence of user identifiers.
With clear insight into what best engaged their audience, the team could make smarter, faster decisions to pivot towards what was working – and away from what wasn’t. This freed them to be more innovative than ever in their approach to testing and growth.
Something to buzz about
Enhancing cross-functional visibility and control helped Bumble understand what mattered most to their audience, and how they could optimize their next steps in alignment. By continually recalibrating and refocusing their strategy to meet those needs, Bumble was able to increase user acquisition and retention and decrease costs.
- 79% increase in CTR
- 21% decrease in retention costs
- 37% increase in conversion rates
- Identified untapped expansion opportunities in South American markets, including Brazil where they were able to scale their activity by 88%
“Luna is an invaluable partner for Bumble. The platform makes it so easy to manage all our cross-channel campaigns in one place - giving full visibility into what’s working and what’s not, plus the ability to optimize accordingly”
- Mitch Solomon, VP Growth Marketing at Bumble