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Wavemaker | Agency Profile, Contacts, AOR, Client Relationships
Service: media buying & planning
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Youna H. | Senior Partner & Director, Paid Search | NY | ||||||||||||
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Josh B. | Managing Partner & Group Account Director | NY | ||||||||||||
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Belinda M. | Managing Partner, Executive Director | NY | ||||||||||||
Melinda I. | Managing Partner & Group Director, Planning - Pernod Ricard | NY |
WinmoEdge
Gen-Z, Millennial Opps: Bumble launches campaign as digital spend skyrockets
Sales Lead: In its latest campaign, showed some love for Black women, who too often go unnoticed and neglected .
- Made by Worthi, #LoveLettersToBlackWomen celebrated Black History Month via social channels.
- Black women are often left out of not only traditional love and romance-oriented stories and entertainment but aren't given the opportunity to have "main character energy" in their real lives.
- This campaign worked with various influencers and creators and also included Bumble Success Stories of real people who met their partners on the app.
- Influencers for this campaign included Cameron Hamilton and Edwin Torres.
- In the past, Bumble has also worked with people such as Iman Shumpert.
- This campaign rolled out in February 2023, but Bumble is looking to have an impact with future marginalized user-focused initiatives.
- It also involved cause marketing via events made possible by partnerships with organizations such as the James Beard Foundation.
- Bumble is also "contributing a grant to support Black Women’s Health Imperative’s Fair Work Initiative," whiich is a "quantifiable solution and sustainable investment that progressive organizations can implement in order to reap the benefits of a fair workplace for all, led by Black women," per talent and influencer director Christina Hardy.
- The company will likely:
- Continue working to elevate marginalized people and communities throughout 2023
- Seek additional influencer partnerships
- Keep increasing digital spend
- Target demographic:
- Gen-Z and millennials (this campaign's target demographic also has a strong female skew)
- Bumble has been specifically working to build awareness among college students and tends to invest in campus marketing.
- Gen-Z and millennials (this campaign's target demographic also has a strong female skew)
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- Recent spend: Bumble hasn't utilized national TV since 2021, when around $39.8k went toward commercials targeting Gen-X and boomers watching shows such as Tucker Carlson Tonight, The Rachel Maddow Show, MSNBC Live, Deadline: White House, and MSNBC Live With Hallie Jackson.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Since the beginning of 2023, the company has spent approximately $3.4m on digital ads, almost 4x the approximately $866.1k spent by this point last year.
- YTD data: Bumble has earned 304.2m digital impressions YTD via YouTube (72%), Instagram (27%), and Facebook (1%) ads.
- Last year: In 2022, the company spent roughly $5m on this channel, 28% more than the roughly $3.9m spent in 2021.
- Additional channel insights
- The company utilizes digital, OOH, radio, print, Google Ads, TikTok, and online video (primarily Youtube.com) ads.
Additional agency insights:
- Opportunity: Contact soon to see if Bumble needs agency partners to handle things like PR and/or digital analytics.
- Current agency roster:
- In-House: Creative
- Worthi: Creative agency parter (at least for this recent campaign project)
- 2021)
Insight Sources: Broadcast insights estimated by . m
- Agency contact:
- Myles Worthington - Founder & CEO - myles@aworthicompany.com