Who: Bumble and Studio Sophomore.

What: A new social campaign, the dating/networking/friend-finding platform’s first to feature Canadian-specific content (such as references to Timbits and ketchup-flavoured chips).

When and Where: The campaign is built around a series of “skits” and user profile ads running across social platforms, including Instagram Stories, TikTok and Snapchat.

Why:  Bumble has an estimated 6.6 million users in Canada, but has largely relied on user generated content for its digital ads. “We were ready to create some unique Canadian ads that show our specific user personalities and product features,” says Bumble’s Canadian marketing manager, Meredith Gillies.

How: Working with a group of non-actors (users, friends and brand ambassadors), Studio Sophomore created 25 assets that show the types of people on the platform and showcases features such as the ability to block nude pictures, or its Extend feature (“for extra time to make the first move”) or its Backtrack feature enabling “second chance swipes.”

And we quote: The goal was to create marketing that feels “unique to Canada and highlighting what makes us different,” say Bumble’s Canadian marketing manager, Meredith Gillies. “This can be something as small as the accent in our digital ads to making sure everything feels seasonal (read: cold).”