Bumble Launches Campaign to Rebuild Trust and Highlight Real Love
In an effort to reconnect with users and combat growing fatigue with online dating, Bumble has unveiled a new global marketing campaign titled “For the Love of Love”. The initiative aims to reinforce the message that authentic, meaningful relationships can be found through dating apps, a sentiment increasingly questioned by younger generations.
Developed by Bumble’s in-house creative team, Special US, in collaboration with Arena Media, the campaign spotlights real couples who met on Bumble, using authentic imagery captured by photographer The Collective You. Running from late August through early December, it features out-of-home advertisements and immersive experiences in major cities such as New York, London, Berlin, and Mumbai. These include exclusive singles nights and installations showcasing handwritten love letters, wedding invitations, and baby photos from couples who found love on the platform.
To further emphasize the importance of in-person connections, Bumble will host invite-only events and partner with popular podcasts like The Mel Robbins Podcast and We Can Do Hard Things. Editorial collaborations with outlets like The New York Times and Vogue will also support the campaign’s reach.
Supporting the campaign, Bumble references a YouGov survey indicating that 55% of people believe dating apps can lead to true love, and 45% know someone who has found love through such platforms. Bumble CEO Whitney Wolfe Herd stated, “This campaign is a reminder that love is worth believing in. ‘For the Love of Love’ honors those who show up with hope for something honest, deep, and real.”
Despite its efforts, Bumble faces significant challenges. The company recently laid off 30% of its workforce and has seen its stock plummet by 90% since its 2021 IPO, with second-quarter revenues declining by 7.6%, according to CNN. Wolfe Herd, who founded Bumble in 2014, returned as CEO earlier this year to steer the company’s turnaround.
The brand’s reputation was also affected last year after a controversial rebrand and ads that made light of celibacy, which prompted an apology from Bumble. In response, the new campaign takes a more community-focused approach, emphasizing genuine connections over superficial interactions.
These challenges are reflective of a broader industry trend, with reports indicating that 78% of dating app users and 79% of Gen Z users experience burnout, as highlighted in a 2025 survey by Forbes Health and OnePoll. To address this, Bumble aims to foster a user experience centered on curiosity, confidence, and joy, leveraging lessons learned from past campaigns.
Meanwhile, competitors like Tinder and Hinge are also emphasizing romance and real-life connections in their latest advertising efforts. Tinder recently celebrated the thrill of having a crush, while Hinge continues to share authentic love stories initiated on its platform, signaling a competitive push towards more meaningful dating experiences.
For more insights into Bumble’s initiatives and the evolving landscape of online dating, visit Bumble’s official website and industry analyses from CNN.
