Challenge

Bumble, a globally recognized dating platform, sought to expand its cultural relevance and adoption within underrepresented Gen Z demographics, specifically among Black college students in Atlanta. Despite the brand’s global presence, organic traction in this hyper-influential, trend-setting market remained stagnant.
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Traditional marketing methods and platform positioning failed to resonate with the cultural rhythms, social codes, and aspirational energy of Atlanta’s college scene. The brand lacked credibility on the ground, and ad spend alone wasn’t moving the needle.But growth was bottlenecked.

SOLUTION

We engineered a culturally immersive brand activation that did more than promote an app, it orchestrated a movement. Leveraging Atlanta’s unique intersection of music, fashion, entrepreneurship, and college culture, we designed an experiential campaign rooted in authentic influence and local pride.
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Core Actions
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Strategic Cultural Partnerships

Collaborated with Zaytoven’s production team, local tastemakers, and upcoming artists to embed Bumble within Atlanta’s creative and music circles.

High-Impact Experiential Marketing

Curated a flagship event that served as both a cultural pulse-check and a strategic growth engine. Attendance was gated by one thing:

proof of app download.

Virality Engine

Launched hyper-local social media campaigns that turned student influencers and emerging artists into active promoters. We incentivized shares, downloads, and RSVP confirmations, all directly tied to event access.

Institutional Alignment

Tapped into trusted university networks, student orgs, and cultural events to create credibility and alignment with Bumble’s brand narrative.