Why Bumble Is Celebrating the Stories of 112 Real-Life NYC Users

The app's largest-ever campaign is taking a hyper-local approach

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Bumble is plastering the real-life stories of 112 of its “inspirational and relatable” users all over New York for its largest advertising campaign to date.

The social connection app, which now has 41 million worldwide customers, wanted to “encompass a lot of voices” and “celebrate the city and the incredible people using our product,” said CEO Whitney Wolfe Herd. “We’ve never invested as much intellectual or financial capital into a marketing campaign before.”

Herd wouldn’t specify the amount being spent on creative and media, other than to say it’s a “multimillion dollar” effort, but the physical real estate alone is significant.

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