How Bumble Advertises on Meta

# Ad summary This ad for Bumble uses a split screen slideshow format to show a couple's relationship journey from meeting on the app to getting married and starting a family. # Brand positioning Bumble is presented as a dating app that facilitates meaningful connections leading to long-term relationships and marriage. The brand aims to occupy a space in the consumer's mind as a platform for finding genuine love and building a family. The ad promotes the idea that Bumble is more than just a dating app; it's a place where people can find their life partners and start their love story. The brand aligns with values of commitment, family, and lasting relationships, pushing against the norm of casual dating apps. The brand positioning is emotional, focusing on the joy and fulfillment of finding love and starting a family. # Product Bumble is a dating app designed to connect people for romantic relationships. The ad showcases Bumble as a platform where users can find meaningful connections that lead to marriage and starting a family. The ad implies that Bumble is for individuals seeking long-term commitment and genuine relationships, rather than casual dating. The ad addresses the purchase barrier of skepticism about finding true love online by presenting a real-life success story. The ad tells the viewer that Bumble is worth trying because it offers the potential to find a life partner and build a family. # Visual style The ad has a polished, commercial aesthetic with a hybrid feel, combining personal photos with professional graphics. The editing style uses quick cuts to transition between photos, maintaining a consistent pace. The audio-visual sync is timed to the music beats, enhancing the overall rhythm. # Hooks Text overlay: 00:00–00:02 How it started: Visual: 00:00–00:02: A split screen shows a smiling Asian man and woman posing for photos. On the left, they are at an outdoor concert with a large crowd in the background. The woman wears a black top and silver necklace, and the man wears a blue jacket. On the right, they are at a tropical resort with palm trees and a statue in the background. The woman wears a green polka dot dress, and the man wears a blue polo shirt. The camera is selfie-style, held by one of them. Text overlay: "How it started:". # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the skepticism about finding true love online. # Value propositions - Bumble helps you find meaningful connections that can lead to marriage and starting a family. - Download now to start your love story. # Benefits - Find meaningful connections - Start a love story - Build a lasting relationship - Find a life partner - Start a family # Features - Dating app - Platform for connecting with others # Call to action Download now to start your love story # Social proof - The ad features a real couple's journey from meeting on Bumble to getting married and starting a family, providing visual social proof of the app's success in facilitating long-term relationships. # Point of view - Customer 100% – The ad shows a real couple's journey, implying a customer perspective on finding love through the app. # Storyline - 00:00–00:06 The ad opens with a split screen showing a couple in various stages of their relationship, from casual outings to their wedding and starting a family. - 00:00–00:02 The text overlay "How it started:" appears over the initial images, setting the stage for a journey from the beginning of their relationship. - 00:02–00:06 The text overlay "How it's going:" appears over the later images, contrasting the early stages with their current life as a married couple with a child. - 00:06–00:09 The ad concludes with the Bumble logo and a call to action to download the app and start your love story, reinforcing the message that Bumble can lead to lasting relationships.

# Ad summary A woman in her car shares three green flags she looks for on dating apps. # Brand positioning The brand is not explicitly mentioned in the ad. However, the ad features a woman in her car applying a pink lip product. The brand is implied to be a beauty brand that sells lip products. # Product The ad features a pink lip product in a tube. The product is held by the woman in the ad, but the brand name is not clearly visible. The product is implied to be a lip gloss or lip balm. # Visual style The ad has a casual, UGC feel, shot in natural lighting inside a car. The editing is simple with minimal transitions. The production quality is decent, suggesting a smartphone camera was used. The pacing is consistent, matching the speaker's conversational tone. # Hooks Spoken: 00:00–00:06 As your big sister, I have some dating tips for you, especially if you're on dating apps. Text overlay: 00:00–00:06 BIG SIS DATING TIPS - green flags on dating apps - Visual: 00:00–00:06 A woman with fair skin, dark hair pulled back, wearing a light yellow top and pearl necklace, sits in the driver's seat of a car. She holds a pink tube of lip product in her hand and gestures with her other hand as she speaks directly to the camera. The background shows the car's interior, including black leather seats and the rearview mirror. Text overlay at the top reads "BIG SIS DATING TIPS - green flags on dating apps -". # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the pain point of navigating dating apps and finding compatible partners. # Value propositions - Not explicitly stated, but implied that using the lip product can contribute to a positive dating experience # Benefits - Not explicitly stated, but implied to enhance appearance and confidence # Features - Pink lip product in a tube # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is told from the perspective of a woman sharing her personal dating experiences and advice. # Storyline - 00:00–00:06 00:00–00:06 The woman introduces herself as a big sister and says she has some dating tips for the viewer, especially if they're on dating apps. She mentions she's on Bumble right now and will share three green flags she's seeing. This moment sets up the premise of the video as dating advice from a relatable peer. - 00:06–00:09 00:06–00:09 She states the first green flag is when a prompt makes you laugh, because they say marry your best friend. This moment provides the first piece of dating advice, framing humor as a key indicator of compatibility. - 00:09–00:16 00:09–00:16 She elaborates that if someone can put their personality into their profile, that's a good sign you'll have a good time on the date. This builds on the previous point, emphasizing the importance of personality and self-expression in dating profiles. - 00:16–00:19 00:16–00:19 She transitions to the second green flag: profiles with clear intentions. This introduces the next piece of advice, focusing on the importance of intentionality in dating. - 00:19–00:28 00:19–00:28 She explains that she loves to see effort on someone's profile and finds it attractive when a man knows what he wants in the future. She says she wants a "chalant man" who cares. This expands on the second point, highlighting the value of effort, intention, and caring qualities in a partner. - 00:28–00:33 00:28–00:33 She introduces the third green flag: partners with attention to detail, who notice the little things. This sets up the final piece of advice, emphasizing the importance of attentiveness in a partner. - 00:33–00:42 00:33–00:42 She gives an example of someone bringing up something she briefly mentioned in messages, which she finds attractive because it shows they're mentally invested. This illustrates the third point, providing a concrete example of how attention to detail manifests in dating interactions. - 00:42–00:47 00:42–00:47 She concludes by saying that's the energy she's bringing into dating right now and that she'll keep the viewer updated on her Bumble journey because she has a good feeling about it. This wraps up the video with a personal touch, reinforcing the relatable peer dynamic and leaving the viewer with a positive outlook.

# Ad summary This ad shows a couple who met on Bumble. It shows them in various locations around the world, including Paris and the beach. The ad ends with them hugging and kissing. # Brand positioning Bumble is presented as a dating app that helps people find love and build relationships. The brand is positioned as a platform for starting love stories, as highlighted by the text overlay. The ad aligns with values of connection, romance, and adventure, showcasing a couple enjoying various experiences together. Bumble pushes against the norm of remaining single by offering a solution for finding a partner. The brand positioning is emotional, focusing on the joy and fulfillment of finding love. # Product Bumble is a dating app designed to help people connect and start relationships. The ad shows a couple who met on Bumble and highlights their journey together, from dating to marriage. The app is for anyone looking to find love and build a meaningful connection. The ad emphasizes the app's ability to facilitate love stories and create lasting relationships. The ad addresses the barrier of finding a partner by showcasing a successful relationship that started on the app. The ad tells the viewer that Bumble is worth trying because it can lead to finding love and building a life together. # Visual style The ad has a polished, commercial aesthetic with a blend of selfie-style shots and professionally filmed moments. The editing style includes quick cuts to showcase various locations and moments in the couple's relationship. The production quality is high, giving the ad a clean and appealing look. The pacing is fast, with cuts timed to the music beats, creating a dynamic and engaging viewing experience. # Hooks Spoken: 00:00–00:01: [Upbeat] Downloaded Bumble and it went like... Text overlay: 00:00–00:01: Downloaded 💛Bumble / 00:01–00:02: and it went like... Visual: 00:00–00:01: A man and a woman stand outside on a patio. The woman is on the right, wearing a white dress and a necklace. The man is on the left, wearing a black and white striped shirt. They are both pointing upwards with their index fingers and smiling. The background includes a glass door and a glimpse of trees. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is the desire to find a meaningful relationship and start a love story. The ad addresses this by showcasing a couple who met on Bumble and built a life together. # Value propositions - Bumble helps you start your love story. # Benefits - Start your love story # Features - Dating app # Call to action Download 💛Bumble to start your love story # Point of view - Customer 100% – The ad is told from the perspective of a couple who met on Bumble, showcasing their relationship journey. # Storyline - 00:00–00:01 The ad opens with a couple standing outside, pointing upwards. - 00:01–00:06 The ad transitions to a series of quick shots showing the couple in various locations, including Paris, a beach, and a train. - 00:06–00:07 The ad shows the couple dancing at their wedding. - 00:07–00:09 The ad returns to the couple standing outside, hugging and kissing.

# Ad summary A female creator shares her personal experience attending a Bumble profile refresh workshop with a dating expert. She explains why she decided to attend, then provides three actionable tips she learned to improve a Bumble profile for better matches, demonstrating each tip with on-screen text overlays simulating the Bumble app interface and personal photos. The ad concludes with a call to action for viewers to update their own profiles and share their success. # Brand positioning Bumble is presented as a modern, empowering dating platform that actively supports its users in navigating the dating world. It aims to occupy a space in the consumer's mind as a helpful guide, not just a matching service, by offering resources like profile refresh workshops and expert advice. The brand aligns with values of self-improvement, authenticity, and proactive engagement in dating, promoting a lifestyle where individuals take control of their dating journey. It pushes against the norm of passive swiping by encouraging users to optimize their profiles and present their 'true self.' The brand positioning is both functional, by providing tools and advice for better matches, and emotional, by fostering confidence and making dating 'fun' when one is authentic. # Product The ad features the Bumble dating app, specifically highlighting its 'profile refresh workshop' and the general functionality of creating and optimizing a dating profile. The workshop is presented as a resource for users who haven't been 'putting myself out there enough' or are 'hopeless romantic[s]' looking to improve their dating experience. The ad details three key aspects of profile optimization: 1) making your bio 'welcoming' by writing a 'fun and punchy intro' that sounds 'more like me' and includes personal interests (e.g., 'chihuahua named Milo,' 'music festivals, traveling and building Legos'); 2) having photos that 'really capture who you are' beyond just selfies, showcasing experiences like 'Coachella' or 'Paris'; and 3) using 'prompts to showcase your humor and personality' to attract someone with a similar sense of humor and interests. The product is for individuals seeking to improve their online dating profiles on Bumble to achieve 'better matches' and 'better dates' by presenting a more authentic and engaging version of themselves. The ad addresses the purchase barrier of dating app fatigue or lack of success by offering concrete, expert-backed advice. # Visual style The ad features a hybrid visual style, blending authentic UGC-style direct address with polished, branded event footage. The editing style is characterized by quick cuts between the creator speaking and relevant visual aids (text overlays, photos, event footage), maintaining a fast pace. The production quality for the creator's segments feels like high-quality UGC, using natural lighting and a simple home background, while the event footage is more polished and professionally shot. A visual motif is the use of rounded rectangular overlays for photos and app-like text boxes. The pacing is consistently fast, with cuts occurring every 1-3 seconds, especially during the tip explanations. Audio-visual sync is strong, with text overlays and photo pop-ups appearing precisely as the creator speaks about them. # Hooks Spoken: I'm 24 and honestly, I haven't been putting myself out there enough. Text overlay: 24 / honestly / myself / so Visual: A young woman with long dark hair, wearing a white long-sleeved top, is seated at a light-colored kitchen island, facing the camera. She holds a small, fuzzy black microphone close to her mouth with her right hand, gesturing with her left hand. Her nails are painted dark red. The background shows a modern kitchen with white cabinets, a stainless steel refrigerator, and a staircase with white blinds on a window. The lighting is bright and natural. The camera is stationary, framed from the chest up, in a selfie-style POV. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the struggle to find meaningful connections on dating apps due to an unoptimized or inauthentic profile. This is signaled by the creator stating, "I haven't been putting myself out there enough" and admitting her old bio was "literally, 'what's good?'" and her photos were "a mix of selfies," implying a lack of effort or effectiveness in her previous approach to online dating. # Value propositions - Bumble's profile refresh workshop with dating expert Shan Boodram helps your profile stand out and get better matches. - Making your bio welcoming with a fun and punchy intro that sounds more like you helps you get better matches. - Having photos that really capture who you are, beyond just selfies, helps your profile stand out. - Using prompts to showcase your humor and personality helps you find someone with similar interests and sense of humor. # Benefits - Help your profile stand out - Get better matches - It could be fun when you show up as your true self - Better dates # Features - Bumble's profile refresh workshop - Dating expert Shan Boodram - Bio section on Bumble profile - Photo section on Bumble profile - Prompts section on Bumble profile # Call to action None used. # Social proof - "I'm 24 and honestly, I haven't been putting myself out there enough." – Female 1 (Creator) - "So, when I got the chance to attend Bumble's profile refresh workshop with dating expert Shan Boodram, I figured it was time to change that." – Female 1 (Creator) - "I'm exposing myself here, but my bio was literally, 'what's good?'" – Female 1 (Creator) - "I literally used to have a mix of selfies before I switched it to a photo of me at Coachella, one of me in Paris, and of course, Milo." – Female 1 (Creator) - "I know it's hard out there, but this refresh actually reminded me that it could be fun when you show up as your true self." – Female 1 (Creator) # Point of view - Customer 90% – The creator shares her personal dating struggles and successes, offering advice from her own experience as a user. - Brand 10% – The brand is featured through the workshop event and the app interface, providing the context for the customer's experience. # Storyline - 00:00–00:04 The creator introduces herself and her current dating mindset, setting up a relatable problem. - 00:04–00:08 She transitions to the solution, revealing her attendance at a Bumble profile refresh workshop and the expert who led it, establishing credibility. - 00:08–00:14 The creator invites viewers who relate to her situation to stay, promising to share the tips she learned, creating an immediate connection and value proposition. - 00:14–00:20 She presents the first tip: making your bio welcoming, and humorously admits her own past bio was lacking, making the advice more relatable. - 00:20–00:27 The creator demonstrates how she updated her bio with personal details, showcasing the 'fun and punchy intro' concept. - 00:27–00:33 She introduces the second tip: using photos that truly represent you, again admitting her past mistake of using only selfies. - 00:33–00:37 The creator visually illustrates the photo tip by showing examples of diverse, experience-based photos, reinforcing the idea of authenticity. - 00:37–00:43 She moves to the third tip: using prompts to showcase humor and personality, explaining her motivation for this tip. - 00:43–00:48 The creator shares her specific prompt answer, demonstrating how to inject personality and interests, inviting connection through shared humor. - 00:48–00:53 She reflects on the positive impact of the workshop, emphasizing that dating can be fun when authentic, offering encouragement. - 00:53–00:56 The creator encourages viewers to update their own Bumble profiles for better matches and dates, showing a montage of the workshop environment. - 00:56–00:59 She asks an engaging question to foster interaction and community, concluding the ad on a friendly, interactive note.

# Ad summary This ad features an influencer who visits Bumble headquarters in Austin, Texas, to refresh her Bumble profile. The ad showcases the Bumble office, a photoshoot for profile pictures, dating advice from a dating coach, and a necklace-making activity. The influencer updates her profile with new photos, interests, and a bio, and then goes to brunch and picks out cowboy boots. # Brand positioning Bumble is presented as a modern, female-forward dating app that encourages users to "make the first move." The brand is positioned as a fun and supportive platform for finding connections, with a focus on empowering women in the dating world. The Bumble headquarters is portrayed as a stylish and welcoming space, reflecting the brand's commitment to creating a positive and engaging experience for its users. The brand pushes against the norms of traditional dating apps by emphasizing the importance of prompts, bios, and photos in creating an engaging profile. # Product Bumble Date is a dating app that allows users to create profiles, connect with potential matches, and initiate conversations. The app features include the ability to add prompts, write a bio, and upload photos to showcase personality and interests. Bumble Date is designed for individuals seeking meaningful connections and empowers women to make the first move. The app addresses the purchase barrier of creating an engaging profile by providing tools and resources to help users present themselves effectively. The ad highlights the importance of prompts, bios, and photos in creating an engaging profile and attracting matches. # Visual style The ad has a polished, UGC-style aesthetic with bright, natural lighting and a mix of static shots and quick cuts. The production quality is high, giving it a commercial feel while maintaining a casual, relatable tone. The editing rhythm is fast-paced, with cuts timed to the music and voiceover lines. The visual motifs include the Bumble brand colors (yellow and white) and recurring shots of the Bumble office and the influencer interacting with the product. # Hooks Spoken: Female 1: I spent an entire day learning how to date. Visual: 00:00–00:01: A shot of a shower running in a modern bathroom with dark gray tiles and a glass shower door. / 00:01–00:02: A woman with blonde hair pulled back with a green headband, wearing a white robe with "ell" embroidered on it, applies makeup in a bathroom. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is having a boring or incomplete dating profile that doesn't attract matches. The influencer's profile beforehand had "no bio and no prompts and literally no pictures." # Value propositions - Bumble Date helps you create an engaging profile with prompts, bio, and photos. - Bumble Date helps you attract matches and make meaningful connections. # Benefits - Engaging profile - Attract matches - Meaningful connections # Features - Prompts - Bio - Photos - Interests # Call to action None used. # Social proof - "This was easily the coolest office I've ever seen" – Female 1 (Creator) - "I started to get matches on there pretty much immediately" – Female 1 (Creator) # Point of view - Customer 100% – The entire video is told from the perspective of an influencer who is using the Bumble app and sharing her experience. # Storyline - 00:00–00:01 The influencer introduces the ad by stating that she spent an entire day learning how to date. - 00:01–00:06 The influencer explains that Bumble invited her to their headquarters in Austin, Texas, to refresh her Bumble profile. - 00:06–00:09 The influencer begins with a tour of the Bumble office, which she describes as the coolest office she has ever seen. - 00:09–00:15 The influencer explains that since they are learning how to date, they need the best pictures on their Bumble profile, so they start taking headshots. - 00:15–00:19 The influencer mentions that they got into it with lessons from one of the best dating coaches, Shan, who started them out with some prompts. - 00:19–00:25 The influencer states that she didn't realize how crucial prompts are with online dating and shows her account beforehand, which had no bio, no prompts, and literally no pictures. - 00:25–00:31 The influencer shows that after one session with Shan, her account looks so much better with all these pictures, all these interests, and her bio is actually engaging. - 00:31–00:34 The influencer states that she started to get matches on there pretty much immediately, and then they did a little brunch. - 00:34–00:42 The influencer describes the day as girly and fun, mentioning that they made necklaces while talking about all the people they want to meet on Bumble. - 00:42–00:43 The influencer states that a lot of the crystals that she picked out are supposed to attract love, so fingers crossed. - 00:43–00:48 The influencer mentions that they hung out and did that for a little while before a Q&A with Bumble, where they asked all the things that she learned that day, which was a lot. - 00:48–00:54 The influencer states that since they were in Austin, Texas, it was only right that they head over to the Tecovas store to pick out their own boots and get them branded. - 00:54–00:57 The influencer ends the ad by stating that she is so excited to start dating again thanks to Bumble, so stay tuned.

# Ad summary This ad features a couple sharing their Bumble success story. They recount how they met on the app, quickly connected, and got engaged after only one month. The ad encourages viewers to download Bumble and take a chance at finding love. # Brand positioning Bumble is presented as a dating app that facilitates meaningful connections, leading to serious relationships and even marriage. The brand is positioned for individuals seeking genuine relationships, contrasting with casual dating apps. The ad promotes Bumble as a platform where users can find the love of their life, emphasizing success stories and the potential for quick, meaningful connections. # Product Bumble is a dating app designed to help people connect and form relationships. The app is for singles looking to meet new people, with the potential for finding a serious relationship. The ad highlights the app's ability to facilitate quick connections, as demonstrated by the couple's engagement after only one month. The ad addresses the barrier of skepticism towards dating apps by showcasing a real-life success story, suggesting that Bumble can lead to genuine and lasting relationships. # Visual style The ad has a casual, UGC-style aesthetic, with a mix of selfie-style shots and candid moments. The editing is quick, with frequent cuts between different scenes and locations. The production quality is decent, with clear visuals and audio. The pacing is fast, with cuts timed to the music and voiceover. The overall tone is positive and upbeat, reflecting the couple's happy relationship. # Hooks Spoken: 00:00–00:03 This is our Bumble success story and how I met the love of my life. Text overlay: 00:00–00:03 Our 🐝Bumble love story Visual: 00:00–00:03 A woman and man stand close together in a hallway with white walls and light wood trim. The woman is on the left, wearing a white top, jeans, and a black blazer. The man is on the right, wearing a blue and white striped button-down shirt. They are both smiling and looking directly at the camera. A yellow text overlay reads "Our 🐝Bumble love story". # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the skepticism towards dating apps by showcasing a real-life success story, suggesting that Bumble can lead to genuine and lasting relationships. # Value propositions - Bumble can help you find the love of your life, as demonstrated by the couple's success story. - Bumble can lead to quick and meaningful connections, as the couple got engaged after only one month. # Benefits - Meet new people - Find a serious relationship - Find the love of your life # Features - Dating app - Facilitates connections between singles # Call to action Take the chance. Download 🐝Bumble # Social proof - "This is our Bumble success story and how I met the love of my life." # Point of view - Customer 100% – The ad is told from the perspective of a couple who met on Bumble, sharing their personal experience and success story. # Storyline - 00:00–00:03 The ad begins with a couple standing together, introducing their Bumble success story. - 00:03–00:10 The woman shares that she was in her "single girl era" and not focused on dating when she decided to download Bumble. - 00:10–00:14 The man recounts receiving a message on Bumble and matching with someone. - 00:14–00:18 The man shares that he got a text asking him to hang out. - 00:18–00:19 The woman adds that she is very persistent. - 00:19–00:25 The man reveals that the person he matched with was Antonia, and they got engaged after one month. - 00:25–00:27 The woman states that their relationship wouldn't have happened without Bumble. - 00:27–00:32 The ad concludes with a call to action, encouraging viewers to download Bumble if they are single and want to meet new people.

# Ad summary This ad discusses the Bumble ID verification feature and how it can make your profile stand out. # Brand positioning Bumble is presented as a dating app that emphasizes safety and authenticity through its ID verification feature. This positioning aims to create a secure and trustworthy environment for users, setting it apart from platforms that may prioritize quantity of matches over quality and safety. The brand promotes a straightforward, intentional, and honest approach to dating, encouraging users to meet someone without 'messing around.' By highlighting the benefits of ID verification, such as increased matches and a more serious dating experience, Bumble aims to attract users who value transparency and commitment. # Product Bumble's ID verification feature is a tool within the Bumble dating app that allows users to verify their identity using a photo ID. This feature aims to enhance user safety and authenticity on the platform. Once verified, a user's profile displays a verification badge, signaling to other users that their identity has been confirmed. This is for people who want to stand out and receive 60% more matches. Verifying your ID only takes a minute and may result in the user appearing more 'intentional and honest' and increases the chances of finding a serious match. # Visual style The ad has a UGC aesthetic, with a casual, conversational tone and selfie-style framing. The editing includes quick cuts between the speaker and screen recordings. The production quality is decent, with clear audio and video, but maintains a relaxed, unpolished feel, aligning with the tone. The pacing is moderate, with cuts timed to coincide with the speaker's points. Overall, the visual style is intended to create a sense of authenticity and relatability with the audience. # Hooks Spoken: Male 1: Yo, let's normalize verifying our dating profiles. Text overlay: Let's normalize verifying our dating profiles... Visual: 00:00–00:03: A young, light-skinned man with dark hair sits in a black car, looking at the camera while talking and gesturing with his hands. The camera is positioned at eye level in selfie-style. The background shows a car interior and blurry outdoor scenery. # Funnel stage Middle of funnel (Consideration): Educates, compares, or shows how the product works — persuades with logic or validation # Pain points Dating profiles are not always who they say they are. # Value propositions - ID verification shows you are intentional and honest - ID verification shows you are looking to meet someone and not mess around - Verify once and you stand out # Benefits - New members who ID verify get 60% more matches # Features - ID verification # Call to action Download Bumble to date confidently today. # Social proof - "Bumble actually shared that new members who ID verify receive 60% more matches." - "It took like a minute to verify my ID." - "I've noticed I've gotten so many great responses." # Point of view - Customer 100% – The entire ad is told from the first-person perspective of someone explaining their personal experience with the product. # Storyline - 00:00–00:03 The creator introduces the topic of verifying dating profiles and shares that he did it himself. - 00:03–00:05 The creator then states that verifying his profile has changed how people match with him. - 00:05–00:07 The creator continues to promote the Bumble ID verification by showing his verified badge on Bumble and stating that it only took a minute to verify his ID. - 00:07–00:10 The creator continues by stating that he's noticed that he's gotten so many great responses since getting verified. - 00:11–00:15 The creator then informs viewers that Bumble actually shared that new members who ID verify get 60% more matches. - 00:15–00:26 The creator reinforces the point that ID verification increases authenticity and intent. The creator finishes with a call to action.

# Ad summary This ad for Bumble features a black and white video montage of a couple's relationship milestones, from meeting on Bumble to welcoming their baby girl. The ad emphasizes that real love stories start on Bumble. # Brand positioning Bumble is presented as a dating app where real love stories begin. The brand aims to occupy the space in the consumer's mind as a platform that facilitates meaningful connections leading to long-term relationships and family formation. The brand aligns with values of authenticity, love, and commitment. Bumble pushes against the norm of casual dating apps by highlighting success stories that result in marriage and family. The brand positioning is emotional, focusing on the potential for finding true love and building a life together. # Product Bumble is a dating app that connects people for romantic relationships. The ad showcases Bumble as a platform where users can find genuine connections that lead to lasting relationships, marriage, and starting a family. The ad highlights the app's ability to facilitate real-life connections, as demonstrated by the couple's journey from meeting on Bumble to welcoming their baby girl. The ad addresses the purchase barrier of skepticism about online dating by presenting a success story that emphasizes the potential for finding true love on the app. The ad tells the viewer that Bumble is worth trying because it offers the opportunity to find a meaningful and lasting relationship. # Visual style The ad has a polished, high-end production quality with a vintage aesthetic due to the black and white filter. The editing style consists of quick cuts and smooth transitions, creating a romantic and nostalgic feel. The pacing is consistent throughout the ad, with cuts timed to the music beats. # Hooks Spoken: 00:00–00:02 [Singing] Strange the way you make me feel Text overlay: 00:00–00:02 Rose & Guy Visual: 00:00–00:02: A black and white shot shows a couple sitting on the edge of a pool, surrounded by trees and greenery. The sky is visible in the background. The couple is facing each other, and the woman is smiling. Text overlay: "Rose & Guy". # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the skepticism about online dating and the fear of not finding a genuine connection. # Value propositions - Bumble helps you find real love stories. - Bumble is a platform where you can find genuine connections that lead to lasting relationships, marriage, and starting a family. # Benefits - Find genuine connections - Start a lasting relationship - Build a family # Features - Facilitates connections between people - Platform for finding real love stories # Call to action Start Your Love Story # Social proof - The ad presents a real couple's story, showcasing their journey from meeting on Bumble to welcoming their baby girl, implying that the app can lead to successful relationships. # Point of view - Brand 100% – The ad is told from the brand's perspective, showcasing a success story to promote the app's ability to facilitate real relationships. # Storyline - 00:00–00:02 The ad opens with a black and white shot of a couple sitting by a pool. - 00:02–00:09 The ad transitions to a series of underwater shots of the couple holding hands and embracing. - 00:02–00:09 Text overlays appear, detailing milestones in their relationship: meeting on Bumble in December 2021, going for coffee in January 2022, and welcoming their baby girl in November 2025. - 00:09–00:12 The ad concludes with a shot of the couple kissing by the pool, accompanied by the text overlay "Real Love Stories Start on Bumble."

# Ad summary This ad for Bumble features a black and white video of a couple at a dinner party. Text overlays highlight key moments in their relationship, starting with when they met on Bumble in March 2024. The ad concludes with the Bumble logo and the tagline, "Start Your Love Story." # Brand positioning Bumble is presented as a dating app where people can find meaningful relationships. The ad showcases a real couple's journey, from meeting on the app to moving in together, suggesting that Bumble is a platform for finding genuine connections that lead to long-term commitment. The brand aims to occupy a space in the consumer's mind as a facilitator of real love stories, contrasting with the perception of dating apps as solely for casual encounters. The ad aligns with values of authenticity and lasting relationships, promoting a lifestyle of commitment and shared experiences. Bumble pushes against the norm of superficial dating app experiences by highlighting the potential for deep connections. # Product Bumble is a dating app designed to help people find meaningful relationships. The ad highlights the app's ability to connect individuals who go on to form lasting bonds, as demonstrated by the featured couple who met on Bumble in March 2024, said "I love you" in June 2024, and moved in together in July 2025. The ad addresses the purchase barrier of skepticism towards dating apps by showcasing a real-life success story, suggesting that Bumble is a viable platform for finding genuine love and commitment. The ad tells the viewer that Bumble is worth trying if they are looking for a serious relationship. # Visual style The ad has a polished, commercial aesthetic with a black and white filter applied to the video. The editing style is smooth, with static shots and simple transitions. The production quality is high, giving the ad a professional feel. The pacing is consistent, with a moderate tempo that matches the music. The cuts and text overlays are timed to the music beats, creating a cohesive audio-visual experience. # Hooks Spoken: 00:00–00:02 [Singing] It's strange the way you make me feel Text overlay: 00:00–00:02 ERIN & ALEX Visual: 00:00–00:02 A black and white shot shows a group of people sitting around a dinner table outside at night. String lights are hung above the table, providing a warm glow. In the foreground, a woman with short blonde hair in a black dress is sitting next to a man with short brown hair in a white shirt. They are embracing and looking at each other. Other people are seated around the table, but they are out of focus. The camera is stationary and captures the scene from a medium distance. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that finding genuine and lasting love can be challenging, especially on dating apps that may be perceived as superficial. # Value propositions - Bumble helps people find real love stories. # Benefits - Real Love Stories # Call to action Start Your Love Story # Point of view - Brand 100% – The entire ad is told from the brand's perspective, showcasing a couple's love story to promote Bumble as a platform for finding meaningful relationships. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a black and white shot of a couple, Erin and Alex, sitting at a dinner table with friends. The text overlay reads, "Erin & Alex." This moment introduces the couple and sets the stage for their story, conveying a sense of intimacy and connection. The perspective is from an observer, capturing the couple in a natural, candid setting. The tone is warm and inviting, suggesting a celebration of their relationship. - 00:02–00:04 00:02–00:04 A close-up shot of Erin and Alex is shown, with the text overlay, "Met on Bumble March 2024." This reveals the origin of their relationship, highlighting Bumble as the platform that brought them together. The perspective shifts to focus on the couple's connection, emphasizing the role of the app in their love story. The tone is informative and celebratory, showcasing Bumble's success in creating meaningful connections. - 00:04–00:07 00:04–00:07 The camera shows the couple at the dinner table again, with the text overlay, "First said 'I love you' June 2024." This marks a significant milestone in their relationship, further emphasizing the depth of their connection. The perspective remains on the couple, highlighting their journey from meeting to expressing love. The tone is romantic and heartwarming, reinforcing the idea that Bumble can lead to serious relationships. - 00:07–00:09 00:07–00:09 A close-up shot of Erin and Alex is shown, with the text overlay, "Moved in together July 2025." This signifies a major step in their commitment, showcasing the long-term potential of relationships formed on Bumble. The perspective continues to focus on the couple, emphasizing their shared life and future. The tone is optimistic and encouraging, suggesting that Bumble can lead to lasting partnerships. - 00:09–00:12 00:09–00:12 The camera pans out to show the couple at the dinner table with friends, with the text overlay, "Real Love Stories Start on Bumble." This reinforces the brand's message, positioning Bumble as a platform for finding genuine and lasting love. The perspective broadens to include the couple's social circle, suggesting that their relationship is supported and celebrated. The tone is affirmative and conclusive, solidifying Bumble's role in creating real love stories. - 00:12–00:14 00:12–00:14 The ad concludes with a yellow screen displaying the Bumble logo and the tagline, "Start Your Love Story." This serves as a call to action, encouraging viewers to use Bumble to find their own meaningful relationships. The perspective shifts to the brand, promoting its services and inviting users to join the platform. The tone is motivational and inviting, encouraging viewers to take the first step towards finding love.

# Ad summary This ad promotes Bumble's profile refresh workshop. The ad features Stacy, who is attending the workshop to improve her dating profile. She receives advice from dating coach Shan Boodram on how to showcase her personality and interests through her photos and bio. # Brand positioning Bumble is presented as a dating app that helps people find love in reality, not just on reality TV. The brand is positioned as a resource for improving dating profiles and attracting better matches. Bumble aims to occupy the space of a supportive and empowering dating platform that provides users with the tools and advice they need to succeed in their dating lives. The brand aligns with values of authenticity, self-expression, and personal growth. Bumble pushes against the norm of superficial dating profiles by encouraging users to showcase their personality and interests. The brand positioning is both functional (providing profile refresh workshops) and emotional (empowering users to find love). # Product The Bumble profile refresh workshop is a service offered by the dating app Bumble to help users improve their dating profiles. The workshop provides advice and guidance on how to showcase personality and interests through photos and bios. The product is for people who are looking to improve their dating profiles and attract better matches. The workshop features dating coach Shan Boodram, who provides expert advice on how to create a more authentic and engaging profile. The USP is that it helps users showcase their personality and interests, rather than just their appearance. The ad addresses the purchase barrier of not knowing how to create an effective dating profile. The ad tells the viewer that this product is worth trying because it provides expert advice and guidance on how to improve their dating profile and attract better matches. # Visual style The ad has a polished and professional aesthetic, with bright lighting and smooth transitions. The production quality is high, giving it a commercial feel. The editing style is quick cuts, keeping the pace fast and engaging. The pacing is consistent throughout the ad, with cuts timed to the music beats and voiceover lines. # Hooks Spoken: 00:00–00:01 Stacy: Breaking news, y'all. Visual: 00:00–00:01 A close-up shot of a beautifully set table with a menu, silverware, and a photo of a woman. The table is decorated in yellow and white, with a yellow placemat and a white tablecloth. The menu is titled "First" and lists various food items. The photo is of a woman in a black outfit. The setting is a restaurant or event space. # Funnel stage Middle of funnel (Consideration) # Pain points The central frustration is having a dating profile that doesn't accurately reflect your personality or attract the right matches. Stacy says her before profile has "great pictures, but they don't really say much about my personality and what I'm trying to attract." # Value propositions - Expert advice from dating coach Shan Boodram helps you create a more authentic and engaging profile. - Showcasing your personality and interests through photos and bios attracts compatible matches. - The Bumble profile refresh workshop provides the tools and advice you need to succeed in your dating life. # Benefits - Improve your dating profile - Attract better matches - Find love in reality # Features - Profile refresh workshop - Advice from dating coach Shan Boodram - Guidance on how to showcase personality and interests through photos and bios # Call to action None used. # Social proof - "This was hands down the best advice that I got from this whole workshop" – Stacy (Customer) # Point of view - Customer 80% – The ad is primarily told from the perspective of Stacy, a customer of the brand, who shares her experience attending the Bumble profile refresh workshop. - Expert 20% – Shan Boodram, a dating coach, provides expert advice on how to improve dating profiles. # Storyline - 00:00–00:01 The ad begins with a shot of a beautifully set table at a Bumble event, signaling exclusivity and a high-end experience. - 00:01–00:04 Stacy announces that reality TV didn't give her love in reality, setting up the problem that the Bumble profile refresh workshop is meant to solve. The message is that Stacy is relatable and looking for love just like the audience. - 00:04–00:07 Stacy explains that the Bumble profile refresh workshop couldn't have come at a better time, emphasizing the timeliness and relevance of the product. The message is that the workshop is a solution to her dating problems. - 00:07–00:12 Stacy introduces dating coach Shan Boodram, highlighting her expertise and credibility. The message is that Shan is the right person to help her with her dating disaster. - 00:12–00:17 Stacy tells the audience to listen up because the advice she received was the best from the whole workshop, creating anticipation and excitement. The message is that the workshop is valuable and worth paying attention to. - 00:17–00:21 Stacy shares Shan's advice to show your vibe, not just your face, emphasizing the importance of personality in dating profiles. The message is that authenticity is key to attracting the right matches. - 00:21–00:26 Stacy shows her before profile, which has great pictures but doesn't say much about her personality, highlighting the problem with generic dating profiles. The message is that her old profile wasn't effective. - 00:26–00:34 Stacy explains that Shan's best advice was to showcase things you're interested in doing on a first date or with your partner, emphasizing the importance of shared interests. The message is that showing your interests will attract compatible matches. - 00:34–00:40 Stacy shows how she updated her profile with photos that showcase her interests, such as wine, college football, and going out with friends, demonstrating the practical application of Shan's advice. The message is that it's easy to update your profile with photos that show your interests. - 00:40–00:45 Stacy explains that she needs to fix her bio, which Shan wasn't impressed with, highlighting the importance of a good bio. The message is that even if your photos are great, your bio still matters. - 00:45–00:54 Stacy shares Shan's suggestion to be more warm and inviting, and shows how she updated her bio to reflect that, demonstrating the practical application of Shan's advice. The message is that a warm and inviting bio will attract more matches. - 00:54–00:57 Stacy concludes by saying it's time to put these tips to the test and cheers to better matches ahead, creating a sense of optimism and excitement. The message is that the workshop is effective and will lead to better dating experiences.

# Ad summary The ad features a creator speaking about her intentions for dating in 2026 and how Bumble can help facilitate more intentional dating experiences. The ad includes a creator sharing her Bumble profile, which includes the values most important to her. # Brand positioning Bumble is presented as a dating app focused on helping users create genuine connections. The brand aims to occupy a space where dating is intentional and where people are upfront about what they value and want in a relationship. Bumble promotes a lifestyle of clarity and intentionality in dating, pushing against the norm of confusion and mixed signals. # Product Bumble is a dating app that allows users to highlight their values and dating intentions directly on their profile. This feature is designed to help people find meaningful connections based on shared values such as shared values, effort & intentionality, and self-awareness + growth. The app aims to take away the guessing game in dating, allowing users to be clear about what they want and find someone on the same page, therefore promoting clarity over confusion. # Visual style The ad has a casual, UGC-style aesthetic with natural lighting and minimal editing. The production quality suggests a well-lit, but not overly polished, environment, aligning with a friendly, approachable tone. The pacing is consistent, with moderate cuts that match the rhythm of the spoken content. # Hooks Spoken: 00:00–00:02: Let’s talk about dating intentions going into 2026. Text overlay: 00:00–00:05: Dating intentions in 2026✨ Visual: 00:00–00:03: A woman with long, dark hair, wearing a blue cardigan, sits indoors holding a large white dog. The dog's face is close to the camera. Behind them, a bright window with sheer white curtains and a multi-pane glass door is visible. # Funnel stage Consideration # Pain points The guessing game in dating, mixed signals, confusion, not being aligned with partner’s values. # Value propositions - Dating in a way that actually feels aligned # Benefits - Takes away the guessing game - Allows you to meet somebody who’s on the same page as you # Features - Highlights your values - Highlights dating intentions # Call to action Download Bumble like me # Social proof - “That’s why I absolutely love that Bumble highlights your values and your dating intentions directly in your profile.” – Female 1 (Creator) - “I personally use my Bumble profile to be very honest about what I’m looking for.” – Female 1 (Creator) # Point of view - Customer 100% – The entire ad is told from the perspective of a Bumble user sharing her dating intentions and experiences using the platform. # Storyline - 00:00–00:04 The video begins with a woman holding a dog, addressing the camera directly, and stating that she’s going to discuss dating intentions in 2026. This is intended to engage viewers with a timely and relatable topic. - 00:04–00:15 The woman explains that she’s becoming more intentional with dating, looking for something real and long-term. This conveys a desire for genuine connections and sets the stage for why Bumble is relevant. - 00:15–00:23 She highlights the importance of ensuring that the people she meets on Bumble are genuine and want similar things. It’s communicated that her profile reflects her values and what she brings to a relationship. - 00:23–00:47 The creator shares the qualities that are important to her when seeking a partner: shared values, effort & intentionality, and self-awareness + growth. This adds specificity to her dating intentions and communicates to the audience the core pillars of the profile’s focus. - 00:47–00:52 She explains that being upfront about these qualities from the beginning makes dating feel lighter and more fun. It shows the benefit of clarity in dating and positions Bumble as a facilitator of this. - 00:52–00:57 The woman expresses her love for Bumble highlighting values and dating intentions. This reinforces Bumble’s mission and functionality as a vehicle for more meaningful connection based on individual values. - 00:57–01:04 The ad transitions to a screen recording of the app interface for the Bumble Date feature, and the woman shares her bumble profile and how she’s honest about what she's looking for. This gives viewers a visual of how she implements these dating intentions. - 01:04–01:08 She adds that Bumble takes away the guessing game and allows users to meet someone who is on the same page. This reinforces the value proposition of clarity and alignment. - 01:08–01:18 The creator concludes with a call to action. It’s communicated that dating should feel more aligned. Viewers are told to download Bumble and use their profiles to reflect what really matters to them. - 01:18–01:23 The ad ends with the woman stating that it’s a plus if their match loves dogs and communicates that this should be added to her profile as she holds her dog close. This playful endnote reinforces the overall light tone of the ad.

# Ad summary This ad for Bumble uses black and white visuals of people looking at each other to promote the dating app. The ad uses the tagline "For the love of love" and encourages viewers to write their own love story. # Brand positioning Bumble is presented as a dating app that values genuine connection and love. The ad focuses on intimate moments between people, suggesting that Bumble aims to facilitate meaningful relationships. The brand aligns with values of romance, connection, and personal storytelling. The ad ignores the typical norms of showing flashy dates or hookups, instead focusing on the emotional aspect of finding love. The brand positioning is emotional, emphasizing the importance of love and connection. # Product Bumble is a dating app designed to help people connect and form relationships. The ad encourages users to "Write your love story," suggesting that the app is a platform for creating meaningful connections. The ad does not explicitly state features or functionalities of the app, but it implies that Bumble is a tool for finding love and building relationships. The USP is the focus on love and connection, rather than casual dating or hookups. The ad does not show specific use occasions, but it implies that the app can be used to find love and build a lasting relationship. The ad addresses the purchase barrier of finding genuine connections by focusing on the emotional aspect of love. # Visual style The ad has a polished, commercial aesthetic with a focus on intimate moments. The editing style is smooth with slow transitions. The production quality is high-end, creating a romantic and emotional tone. The pacing is slow and deliberate, with cuts timed to the music. The ad uses black and white visuals to create a timeless and classic feel. # Hooks Spoken: 00:10–00:12: For the love of love. Text overlay: 00:10–00:12: For the Love of Love Visual: 00:10–00:11: A close-up shot of a woman's face as she looks up at another person. The background is blurred and out of focus. The woman has short blonde hair and is wearing a dark shirt. The lighting is soft and diffused, creating a romantic atmosphere. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the pain point of finding genuine connections in the dating world. The focus on love and connection suggests that users may be frustrated with superficial dating experiences. # Value propositions - "For the love of love" – This tagline connects the product (Bumble) to the emotional benefit of finding love and connection. # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad shows intimate moments between people, suggesting a customer's perspective on finding love through the app. # Storyline - 00:00–00:03 A man looks up at another person, smiling slightly. - 00:03–00:05 A woman looks up at another person, smiling slightly. - 00:05–00:07 A person looks up at another person, smiling slightly. - 00:07–00:11 A woman looks up at another person, smiling slightly. - 00:11–00:15 The Bumble logo appears between two people looking at each other.

# Ad summary A young Black woman shares a "Life Update: Dating Edition" as she applies her makeup, discussing her journey of focusing on career and self-discovery before returning to dating. She highlights Bumble as her app of choice, praising its new features like mandatory photo verification, phone number requirements, and interest-based matching for creating a comfortable, supported, and authentic dating experience free from catfishing. She expresses hope for finding love and encourages viewers to download Bumble and create their own profiles. # Brand positioning Bumble is presented as a modern, empowering dating platform that prioritizes user safety and personalized connections. It aims to occupy a space in the consumer's mind as a trustworthy and supportive environment for dating, especially for individuals who have previously focused on personal and career growth. The brand aligns with values of authenticity, self-discovery, and intentional connection, promoting a lifestyle where dating can be integrated safely and effectively. It pushes against common dating app frustrations like catfishing and superficial matching by implementing robust verification and interest-based profiling. The brand positioning is both emotional, fostering hope and comfort, and functional, emphasizing safety features and intelligent matching. # Product Bumble is a dating application designed to help users find meaningful connections. The app works by allowing users to create detailed profiles that can include personal interests, and it facilitates connections based on these shared interests. Key features highlighted include mandatory phone numbers for profile creation, mandatory photo verification to prevent catfishing, and an expressive profile creation process that allows users to showcase their personalities and interests. The product is for young adults, particularly women in their 20s, who are looking for a safe, comfortable, and supported dating experience where they can connect with individuals who share similar interests. The ad emphasizes that Bumble addresses purchase barriers related to safety and authenticity in online dating, making it a worthwhile platform for those seeking genuine connections. # Visual style The ad features a polished UGC aesthetic, combining the authenticity of a personal vlog with thoughtful production. The editing style uses quick cuts between different makeup application steps and speaking segments, maintaining a dynamic pace. The production quality is high-end UGC, with clear lighting and audio, making it feel professional yet relatable. Visual motifs include the consistent medium close-up framing of the creator, direct address to the camera, and the ongoing makeup routine as a backdrop to her narrative. The pacing is generally fast, with cuts often timed to the creator's speech, creating an engaging rhythm. The audio-visual sync is strong, with text overlays appearing precisely as relevant words are spoken. # Hooks Spoken: I just turned 25 and I'm acting real different. I am back on Bumble. Text overlay: Life Update / 25 / real / *Dating Edition* / back Visual: A medium close-up shot of a young Black woman, Female 1, facing the camera and speaking. She has long dark braids, a brown and white striped headband, and is wearing a blue denim jacket over a brown top. She has gold hoop earrings and a long gold necklace with a white heart-shaped pendant and other charms. Her nails are painted with colorful, intricate designs. She holds a small black tube in her right hand. The background is a light-colored room with shelves, framed pictures, and a green plant visible. The camera is stationary and selfie-style. # Funnel stage Consideration # Pain points The central pain point addressed is the difficulty of dating in one's 20s while prioritizing career and self-discovery, coupled with the common frustrations and safety concerns of online dating. The ad signals this frustration through: "I feel like I've done everything in my 20s except date." and "lowkey, I feel like dating was just not in the cards for me so far." It also addresses the fear of catfishing: "so that there's no catfishing going on." # Value propositions - mandatory photo verification so that there's no catfishing going on - how expressive you can get when creating your profile - app takes into account what your interests are and then shows you people that also have the same interests # Benefits - making me feel comfortable and supported - no catfishing going on - find people that also have the same interests - find love # Features - mandatory phone numbers are required - mandatory photo verification - expressive you can get when creating your profile - app takes into account what your interests are and then shows you people that also have the same interests # Call to action Download Bumble and create your own fun and exciting profile, Let's find love # Social proof - I've just been living in a bubble for a long time, so I think that's cool. - This time being on Bumble feels so different and I'm very hopeful. # Point of view - Customer 100% - The entire ad is presented as a personal testimonial and 'life update' from a user sharing her genuine experience and opinions about the product. # Storyline - 00:00–00:04 The creator, a young Black woman, introduces a 'Life Update: Dating Edition' as she begins her makeup routine, stating she's 25 and 'acting real different' now that she's back on Bumble. This sets a personal, casual, and relatable tone, immediately signaling a shift in her life focus towards dating. - 00:04–00:13 While applying foundation, she explains that she's done everything in her 20s except date, having focused on career and self-discovery. This establishes a common pain point for many young, ambitious individuals, making her journey relatable and setting the stage for how Bumble fits into her new priorities. - 00:13–00:24 She continues her makeup, reflecting that she's not upset about not dating earlier, as it allowed her to progress significantly in her career and self-discovery. This reinforces a positive, self-assured perspective, suggesting that dating is now an intentional choice rather than a desperate pursuit, aligning with a mature approach to relationships. - 00:24–00:30 The creator applies concealer, revealing Bumble as her app of choice and expressing how its new features make her feel 'comfortable and supported.' This transitions the narrative from her personal journey to the product's benefits, highlighting the app's positive impact on her dating experience. - 00:30–00:36 She elaborates on Bumble's safety features, specifically mentioning mandatory phone numbers and photo verification, ensuring 'no catfishing going on.' This directly addresses a major pain point in online dating, positioning Bumble as a secure and trustworthy platform, and building confidence in the audience. - 00:36–00:41 As she applies foundation, she expresses her 'obsession' with how 'expressive' users can be when creating their profiles, calling it 'fun and fresh.' This highlights the app's personalization aspect, appealing to users who want to showcase their true selves and find genuine connections. - 00:41–00:55 Holding two lip products, she praises Bumble's ability to consider user interests (like hiking, yoga, outdoor activities) and show compatible people. This emphasizes the app's intelligent matching system, promising more relevant and successful connections based on shared passions. - 00:55–01:01 While applying blush, she reflects on having lived in a 'bubble' and finds it 'cool' to connect with others through shared interests. This reinforces the benefit of expanding one's social circle and discovering new people, suggesting a positive shift from isolation to connection. - 01:01–01:04 She continues applying blush, stating that this time on Bumble 'feels so different' and she's 'very hopeful.' This reiterates her positive user experience and instills a sense of optimism in the viewer about their own potential dating journey with the app. - 01:04–01:08 As she applies brow gel and mascara, she promises to keep viewers updated on her love life. This creates a sense of ongoing engagement and community, making the ad feel like a personal recommendation from a friend. - 01:08–01:12 Applying lip gloss, she delivers a clear call to action: 'Download Bumble and create your own fun and exciting profile' and 'Let's find love.' This provides direct instructions for the viewer to engage with the app, concluding the narrative with a hopeful and actionable message.

# Ad summary This ad features a mother and son creating a Bumble dating profile for the son. They take photos of him doing activities like cooking and assembling furniture, and they fill out his bio and prompts. The ad ends with them getting a match. # Brand positioning This ad for Bumble aims to position the dating app as a way to find love intentionally and with the help of family. The ad promotes a lighthearted approach to finding a partner through dating apps, showing how the Bumble platform can be a fun and effective tool. By presenting a mother actively assisting her son, Bumble emphasizes the app's potential for fostering genuine connections and compatibility, rather than casual encounters. This approach pushes against the norm of solitary swiping, opting instead for a family-approved, collaborative search for the 'perfect' partner. # Product This ad showcases Bumble, a dating and social networking app where users can create profiles, upload photos, and answer prompts to find potential matches. The ad demonstrates the process of creating a profile by highlighting key features such as adding photos that showcase different aspects of a person's life and answering prompts to give potential matches insight into their personality. The ad touches on the functional aspects of the Bumble app, such as setting up a bio and answering prompts, while also emphasizing that the app is useful for those seeking a partner. # Visual style The ad has a polished, commercial feel and is filmed in a well-lit home. The editing style includes quick cuts and smooth transitions that match the audio and visual elements. The camera framing includes medium shots and zooms to capture the interactions between the characters and the Bumble app interface. The overall pacing is upbeat and consistent, creating a positive and engaging tone that supports the ad's message about finding love with intention and family support. # Hooks Spoken: Woman 1: You know how we've been trying to find you a wife for the last couple weeks? Text overlay: HELLO! (sticker) / I love meeting new people! (sticker) / Please talk to me! (sticker) Visual: 00:00–00:02 A medium shot of a fair-skinned woman in her 50s sitting at a kitchen island in front of a gray laptop with stickers on it. She is wearing a navy sweater with an American flag on the front. Her dark blond hair is pulled back, and she is looking at the laptop screen with a contemplative expression. Behind her, a fair-skinned man in his late 20s wearing a black tank top and a black baseball cap is leaning against the kitchen island. The kitchen is in the background with white cabinets and granite countertops. # Funnel stage Middle of funnel (Consideration) # Pain points The central pain point is the difficulty in finding a compatible life partner. The ad implies this struggle through the line, "You know how we've been trying to find you a wife for the last couple weeks?" # Value propositions - The bio section of Bumble allows you to highlight key aspects of your personality and lifestyle (e.g., height, Christian faith) to attract like-minded matches. - Unique prompts can show personality, humor, and compatibility. - The photo verification badge builds trust by confirming users are who they portray themselves to be. # Benefits - The app helps find a life partner. - Users are able to meet people with intention. - Shows potential matches you know how to cook, fix stuff, reach things off the top shelf, love your mother, and are a holy man. - Users are able to show that they enjoy deep conversations. - Users are able to make someone laugh. # Features - Photo verification - Prompts to answer - Profile Bio # Call to action None used. # Point of view - Brand 5% – The brand's official voice is present with the product name. - Customer 95% – The customer POV is communicated through the characters in the ad. # Storyline - 00:00–00:09 The mother is sitting at a kitchen island, working on her laptop, while the son stands behind the island. - 00:00–00:09 The mother explains to her son that she is going to create a Bumble dating profile for him because she knows him better than anyone, and she wants his future daughter-in-law to be perfect. This moment is from the mother's perspective as she is the one speaking and initiating the Bumble profile creation. - 00:09–00:17 The mother says that they need to get some photos, so the mother begins taking photos of her son doing different activities around the house, such as cutting a tomato in the kitchen, reaching for something on a high shelf, and assembling furniture. The audience is experiencing the moment from the mother's perspective, and it is lighthearted and fun. - 00:17–00:24 The mother is reviewing the photos that she took, and she states that the photos show the son knows how to cook, fix stuff, reach things off the top shelf, loves his mother, and is a holy man. - 00:26–00:29 The mother says that they are going to work on the son's Bumble bio, and the ad shows the mother and son at the kitchen island looking at the phone screen. The son is not thrilled with the process, but he goes along with it. - 00:29–01:05 The mother and son begin to fill out the profile and prompts, and they work on answering the questions together. The mood is collaborative, and the ad shows the son getting into the process of the profile creation. - 01:05–01:09 The mother says that they are done, and they just have to wait for a match. After a quick transition, the clock chimes, and the mother and son celebrate because the son has a Bumble match. - 01:09–01:17 The mother and son emphasize that they are going to try Bumble and make it work. This is from the mother's perspective as she emphasizes her support for her son finding a partner.

# Ad summary This ad for Bumble features a slideshow of photos of a couple from when they first met to their wedding day. The ad encourages viewers to download Bumble to start their own love story. # Brand positioning Bumble is presented as a dating app that helps people find love and build meaningful relationships. The brand is positioned as a platform where users can start their own love stories, as highlighted by the ad's tagline, "Download now to start your love story." The brand aligns with values of connection, romance, and commitment, promoting a lifestyle centered around finding a partner and building a life together. The brand pushes against the norm of casual dating apps by focusing on long-term relationships and emotional connections. The brand positioning is emotional, emphasizing the joy and fulfillment of finding love. # Product Bumble is a dating app designed to help people find love and build meaningful relationships. The app is for anyone looking to start their own love story, as implied through the visuals of a couple's journey from meeting to marriage. The ad highlights the app's ability to facilitate connections that lead to long-term commitment and marriage. The app addresses the purchase barrier of skepticism about online dating by showcasing a real-life success story, demonstrating that Bumble can lead to genuine and lasting relationships. The ad focuses on the emotional value of finding love and companionship through the app. # Visual style The ad has a polished and clean aesthetic, using high-quality photos and a simple layout. The editing style is smooth, with static shots and clear transitions between images. The production quality is high, giving it a commercial feel. The pacing is moderate, with each shot held long enough to convey the message. The audio-visual sync is well-coordinated, with the music complementing the visuals. # Hooks Spoken: 00:00–00:03: [Music playing] Text overlay: 00:00–00:03: Match made... Visual: 00:00–00:02: The screen is split in half. On the left, a fair-skinned woman with blonde hair wearing a straw hat and a black top holds a glass of rosé, smiling. A fair-skinned man with short brown hair and sunglasses stands behind her, also smiling. They appear to be outdoors on a sunny day. On the right, the same woman wears a gray beanie and a fur coat, smiling next to the same man, who wears a gray sweater. Behind them is a white polar bear statue and a window with decorative lights. The camera is stationary, capturing a medium shot of the couple in both scenes. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the pain point of struggling to find a meaningful and lasting relationship through dating apps. # Value propositions - The ad showcases a real-life love story, implying that Bumble can help users find genuine and lasting relationships. # Benefits - Start your love story # Call to action Download now to start your love story # Point of view - Customer 100% – The ad shows a couple's love story through photos, implying a customer's experience. # Storyline - 00:00–00:02 The ad opens with a split screen showing two different photos of a couple. - 00:02–00:06 The screen transitions to show four different photos of the couple. - 00:06–00:09 The ad ends with the Bumble logo and a call to action to download the app.

# Ad summary This ad promotes Bumble, a dating app, by showcasing a creator's experience at a Bumble event in Austin, Texas. The ad highlights the app's focus on creating inviting and welcoming profiles, and emphasizes the importance of dating as a means of personal growth. # Brand positioning Bumble is presented as a dating app that prioritizes creating a welcoming and inviting environment for its users. The brand aims to occupy a space in the consumer's mind as a platform that encourages personal growth through dating. The brand aligns with values of authenticity, self-improvement, and community, as demonstrated by the Bumble event in Austin. The brand pushes against the norm of superficial dating experiences by focusing on deeper connections and personal development. The brand positioning is both functional (providing a platform for dating) and emotional (fostering personal growth and community). # Product Bumble is a dating app designed to help users create meaningful connections. The app is for individuals who are single and actively dating, seeking to improve their dating experiences and personal growth. The ad highlights features such as the ability to add photos, share likes and dislikes, and answer questions to create an inviting and warm profile. The USP is the app's focus on personal growth and creating a welcoming environment. The ad shows users updating their profiles and attending a Bumble event, suggesting use occasions for self-improvement and community engagement. The ad addresses the purchase barrier of superficial dating experiences by emphasizing the app's focus on deeper connections and personal development. # Visual style The ad has a polished and upbeat aesthetic, combining UGC-style footage with professionally shot scenes. The editing style includes quick cuts and smooth transitions, creating a dynamic and engaging viewing experience. The production quality is a hybrid of UGC and commercial, lending authenticity while maintaining a high level of visual appeal. The visual motifs include the color yellow, which is prominently featured in the Bumble branding and event decor. The pacing is consistent and upbeat, with cuts timed to the music and voiceover lines. # Hooks Spoken: 00:00–00:02 Excuse me. Can I ask you a question? Visual: 00:00–00:03 A woman with dark skin, short hair, wearing a white tank top and green pants, walks towards the camera on a city street. She is holding a phone and a small purse. The background shows a building with large windows and some greenery. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that superficial dating experiences can be frustrating and unfulfilling. "But I also feel like there's a lot that everybody can work on." # Value propositions - Create an inviting, warm, and welcoming profile to attract like-minded individuals. - Engage in a daring activity that inspires needed growth through dating. # Benefits - Meaningful connections - Personal growth - Deeper connections - Community engagement # Features - Add photos - Share likes and dislikes - Answer questions - Inviting profile - Warm profile - Welcoming profile # Call to action None used. # Social proof - "So Bumble invited your girl to the HQ you guys in Austin" – Female 1 (Customer) - "We all were able to just enjoy each other's company, learn more about each other's dating experience and learn what dating really is." – Female 1 (Customer) - "I'm inspired by everyone's story this morning for dating." – Female 2 - "So after soaking up all the amazing knowledge that Shan shared with us on making sure that our profile is inviting, warm and welcoming, I went home and got to work." – Female 1 (Customer) # Point of view - Customer 100% – The ad is told from the perspective of a customer sharing her experience with the Bumble app and event. # Storyline - 00:00–00:07 A woman approaches another woman on the street and asks if she is single and dating. - 00:07–00:11 The woman confirms she is single and dating, and the first woman asks if she would date herself. - 00:11–00:14 The woman jokes and then says she thinks she would date herself, but also feels there is a lot everyone can work on. - 00:14–00:22 The woman says that putting herself out there is the first order of business, and that Bumble invited her to their HQ in Austin. - 00:22–00:24 The woman says she can mosey on down to the profile refresh event that they were doing in Austin, and that it was so amazing. - 00:24–00:30 The woman says that everyone was able to enjoy each other's company, learn more about each other's dating experience, and learn what dating really is. - 00:30–00:40 Another woman says she is inspired by everyone's story this morning for dating, and that dating is a daring activity that inspires needed growth. - 00:40–00:48 The first woman says that after soaking up all the amazing knowledge that Shan shared with them on making sure that their profile is inviting, warm, and welcoming, she went home and got to work. - 00:48–00:56 The woman says she updated her profile with new photos, all of her likes, her don't likes, some questions, and all the things that someone would be able to kind of get a glimpse into who she is. - 00:56–00:58 The group cheers to great dates and better connections.

# Ad summary This ad shows a couple who met on Bumble. The ad shows a series of photos of the couple together at different stages of their relationship, from their first date to their engagement. # Brand positioning Bumble is presented as a dating app that helps people find meaningful relationships. The ad showcases a real couple who met on the app and highlights the positive outcomes of using Bumble, such as finding love and building a life together. The brand aims to occupy a space in the consumer's mind as a reliable platform for finding genuine connections, aligning with values of commitment and long-term relationships. The brand pushes against the norm of casual dating apps by focusing on creating lasting partnerships. # Product Bumble is a dating app designed to help people find meaningful relationships. The ad features a couple who met on Bumble and showcases their journey from their first date to their engagement. The app is implied to be for people who are looking for more than just casual dating and are interested in building a life with someone. The ad highlights the app's ability to facilitate genuine connections and lead to long-term commitment. # Visual style The ad has a bright and cheerful aesthetic, with natural lighting and a focus on the couple's happiness. The editing style is quick cuts between photos, creating a sense of momentum and excitement. The production quality is polished, giving the ad a professional feel. The pacing is fast, with cuts timed to the music beats. # Hooks Spoken: 00:00–00:03 [Upbeat tone] Downloaded Bumble and it went like... Text overlay: 00:00–00:08 Downloaded 🐝Bumble / 00:01–00:03 and it went like... Visual: 00:00–00:02: A young woman with long brown hair and a white jacket stands next to a young man with dark hair and a maroon shirt. They are in a hallway with light gray walls, a white door, and a gray cabinet with a white sink. The woman points up with both hands. The camera is stationary and at eye level. / 00:02–00:03: The woman points up with both hands. The camera is stationary and at eye level. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies that the pain point is the difficulty of finding genuine connections and long-term relationships on other dating apps. # Value propositions - Bumble helps you find meaningful relationships and build a life with someone. # Benefits - Find meaningful relationships - Build a life with someone # Features - Dating app # Call to action Download 🐝Bumble now! # Point of view - Customer 100% – The ad is told from the perspective of a couple who met on Bumble, showcasing their relationship journey. # Storyline - 00:00–00:02 The ad begins with a couple standing in a hallway, smiling at the camera. Text overlay says, "Downloaded Bumble." This sets the stage for the story of how they met on the app. - 00:01–00:03 The woman points up with both hands as the text overlay says, "and it went like..." This creates anticipation for the series of photos that will follow. - 00:03–00:07 A series of photos shows the couple at different stages of their relationship: on a beach with their dog, at a graduation ceremony, on vacation, and finally, on a beach where the woman is showing off her engagement ring. This montage illustrates the progression of their relationship from meeting to getting engaged. - 00:07–00:08 The ad returns to the couple in the hallway, smiling and embracing. Text overlay says, "Download Bumble now!" This reinforces the message that Bumble can lead to a successful relationship.

# Ad summary The ad features a female creator sharing her struggles with dating and her journey to Bumble HQ to improve her profile and dating strategy. She attends a workshop where she learns about profile optimization, uses Bumble prompts for self-reflection, and participates in activities designed to foster commonality. The video culminates with her successfully updating her Bumble profile and sharing her positive results, including having a date scheduled for the weekend. # Brand positioning Bumble is presented as a modern, empowering dating platform that actively helps users navigate the complexities of contemporary dating. It aims to occupy a space in the consumer's mind as a supportive guide, offering practical tools and a community-focused approach to finding meaningful connections. The brand aligns with values of self-improvement, authenticity, and proactive engagement in one's dating life, promoting a lifestyle where individuals take control of their romantic pursuits. It pushes against the norm of passive swiping by emphasizing thoughtful profile creation and conversation starters. The brand positioning is both functional, providing specific features like prompts and profile advice, and emotional, fostering a sense of hope, empowerment, and eventual joy in finding connections. # Product The product is the Bumble dating app, a platform designed to facilitate romantic connections. It works by allowing users to create detailed profiles that go beyond just photos, incorporating prompts to encourage deeper self-expression and reveal commonalities. The ad highlights features such as profile prompts (e.g., 'what helps you unwind'), the ability to update profile pictures to better reflect one's personality, and guidance on crafting a 'perfect bio' that includes an intro, three facts about oneself, and an invite to conversation. The product is for individuals, particularly women, who are seeking genuine connections and may feel frustrated or challenged by modern online dating. It addresses the purchase barrier of ineffective dating app experiences by offering tools and insights to improve profile quality and match potential partners based on shared interests and authentic self-representation. The ad suggests that by using Bumble's features, users can find 'really great matches' and ultimately secure dates. # Visual style The ad features a hybrid visual style, blending polished, high-end commercial aesthetics with a natural, authentic UGC feel. The initial and final segments are selfie-style, handheld, and appear to be filmed by the creator in a casual setting, giving it a personal vlog-like quality. The middle segments, filmed at Bumble HQ, showcase a more polished production with professional lighting, wider shots, and carefully arranged decor, yet maintain a bright, inviting, and natural light feel. The editing style is characterized by quick cuts and smooth transitions between scenes, maintaining a consistent, upbeat pacing throughout the video, estimated at around 30-40 BPM. Visual motifs include bright, warm lighting, particularly yellow and pink accents, and a focus on smiling, engaged faces. The audio-visual sync is well-executed, with cuts and visual actions often timed to the voiceover, enhancing the narrative flow and emotional impact. # Hooks Spoken: vulnerable moment... my dating life sucks. Text overlay: vulnerable moment... / my dating life sucks Visual: 00:00–00:02: A young woman with long dark hair, wearing a beige halter top and distressed blue jeans, stands in a well-lit bathroom. She holds a pink lip product in her right hand and gestures with both hands, looking directly at the camera with a slightly exasperated but engaging expression. The background shows a light-colored wall, a wooden door frame, and a roll of toilet paper on a holder. The camera is selfie-style, stationary, and framed from the waist up. # Funnel stage Consideration # Pain points The central pain point is the struggle and frustration with modern dating. This is explicitly stated by the creator: "my dating life sucks" (00:00-00:02) and reinforced by the general observation that "dating in this generation really has become such a challenge" (00:09-00:12). # Value propositions - Bumble helps you fix your dating life by providing tools and insights. - Bumble prompts help you learn more about yourself and others, fostering commonality. - Updating your Bumble profile to reflect your best and real self leads to great matches and dates. # Benefits - fix my dating life - learn some more new things about modern online dating - find someone similar to me - relationships are about commonality - reflect my best self but also my real self - gotten some really really great matches - have a date this weekend # Features - prompts that are actually on Bumble - profile picture - perfect bio: an intro, 3 things about yourself, and an invite to conversation # Call to action None used. # Social proof - The 'Bumble success wall' (00:46-00:49) visually demonstrates that other users have found success through Bumble, featuring photos and testimonials of happy couples. - "I have gotten some really really great matches and there's some really really great guys on Bumble and I actually have a date this weekend" – Female 1 (Creator) # Point of view - Customer 95% – The majority of the video is presented from the perspective of the main creator, sharing her personal dating struggles, experiences at the Bumble workshop, and subsequent success. - Brand 5% – Brief shots of Bumble branding, such as the HQ sign and internal decor, represent the official brand presence. # Storyline - 00:00–00:02 The creator, a young woman, stands in a bathroom, holding a pink lip product. She expresses her frustration with her dating life. - 00:02–00:05 She announces her intention to visit Bumble HQ to 'fix' her dating life, conveying a hopeful and proactive tone. - 00:05–00:08 The creator performs a quick outfit check, turning to the side and adjusting her top, signaling preparation and anticipation for the event. - 00:08–00:12 While driving, she reflects on the general challenges of modern dating, reinforcing the initial problem statement and setting the context for her journey. - 00:12–00:14 The creator arrives at Bumble HQ, with a 'Bumble Welcomes You' sign visible, marking the transition to the solution-oriented part of the narrative. - 00:14–00:18 Inside Bumble HQ, she joins a group of women, listening to a speaker, indicating a learning environment focused on improving dating skills. - 00:18–00:23 The group engages in an activity using Bumble prompts, guided by a dating coach, demonstrating the practical application of Bumble's features. - 00:23–00:26 A close-up shot shows the creator writing in a notebook about her 'green flag,' highlighting personal reflection and engagement with the workshop content. - 00:26–00:29 The group is shown toasting with drinks at a beautifully set table, emphasizing the social and positive atmosphere of the event. - 00:29–00:33 The creator reflects on a prompt about unwinding, realizing a personal insight about needing to work on being by herself, showing vulnerability and self-awareness gained from the workshop. - 00:33–00:39 She participates in a jewelry-making activity, connecting the idea of finding commonality in relationships to the creative process, suggesting that Bumble helps users find compatible partners. - 00:39–00:46 The creator is shown during a photoshoot, smiling and learning the importance of happy profile pictures, demonstrating actionable advice for profile improvement. - 00:46–00:49 A shot of the 'Bumble success wall' showcases testimonials and photos of successful couples, providing social proof and aspirational outcomes. - 00:49–00:56 The group discusses what makes a 'perfect bio,' offering concrete advice on how to optimize one's profile for better matches. - 00:56–01:00 The group raises their glasses in a celebratory toast, signifying the successful completion of the workshop and readiness to apply new knowledge. - 01:00–01:16 Back home, the creator shows her updated Bumble profile on her phone, expressing satisfaction with the changes and the positive results she's already seeing, including a date for the weekend.

# Ad summary This ad shows a couple who met on Bumble. It shows them in various locations around the world, ending with their wedding. # Brand positioning Bumble is presented as a dating app that helps people find love and build meaningful relationships. The ad showcases a success story, implying that Bumble is effective in connecting people who are compatible and looking for long-term commitment. The brand aligns with values of romance, travel, and commitment, positioning itself as a platform for finding genuine connections that can lead to marriage. # Product Bumble is a dating app designed to connect people for romantic relationships. The ad highlights Bumble as a platform where users can find love, as demonstrated by the couple who met on the app and eventually got married. The app's unique selling proposition (USP) is its ability to facilitate meaningful connections that can lead to long-term relationships and marriage. The ad addresses the purchase barrier of skepticism about online dating by showcasing a real-life success story, suggesting that Bumble is a viable option for those seeking genuine and lasting relationships. # Visual style The ad has a polished, high-end feel, with smooth transitions between shots. The production quality is high, giving it a commercial feel. The pacing is quick, with cuts every 1-2 seconds, keeping the ad engaging and dynamic. # Hooks Spoken: 00:00–00:01 [Upbeat] Downloaded Bumble and it went like... Text overlay: 00:00–00:01 Downloaded 💛Bumble / 00:01–00:01 and it went like... Visual: 00:00–00:01 A man and woman stand outside on a patio with a tiled roof. The woman wears a white dress and the man wears a blue and white striped shirt and white shorts. They both point up with their index fingers and smile. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the pain point of difficulty finding a meaningful relationship through online dating. # Value propositions - Bumble helps you find love and start your love story. # Benefits - Find love - Start your love story # Features - Dating app # Call to action Download 💛Bumble to start your love story # Social proof - The ad itself serves as social proof by showcasing a couple who met on Bumble and got married. # Point of view - Customer 100% – The ad is told from the perspective of a couple who met on Bumble, showcasing their journey from meeting to marriage. # Storyline - 00:00–00:01 A couple stands outside and points up with their index fingers. - 00:01–00:02 The scene transitions to a selfie of the couple in front of the Eiffel Tower at night. - 00:02–00:03 The scene transitions to a selfie of the couple at a beachside restaurant. - 00:03–00:04 The scene transitions to the couple drinking champagne on a train. - 00:04–00:05 The scene transitions to a selfie of the couple, with the woman showing off her engagement ring. - 00:05–00:06 The scene transitions to the couple dancing at their wedding. - 00:06–00:09 The scene transitions back to the couple standing outside, hugging and kissing.

# Ad summary This ad promotes the dating app Bumble, emphasizing that connections made on the app can lead to marriage and family. It features user-submitted photos of parents with their babies, suggesting that swiping right on Bumble can lead to a fulfilling, long-term relationship. # Brand positioning Bumble is presented as a dating app that leads to meaningful, lasting relationships, contrasting with the perception that online dating is superficial. The brand aims to occupy a space in the consumer's mind as the go-to app for finding a serious partner, rather than just casual encounters. The ad aligns with the values of family, love, and long-term commitment, promoting a lifestyle of building a family. It pushes against the norm of dating apps being perceived as platforms for fleeting connections by showcasing successful relationships that led to marriage and children. The brand positioning is both emotional (love, family) and functional (a dating app that works). # Product Bumble is a dating app that allows users to connect with potential partners. The ad is for people who are looking for a relationship that leads to marriage and family. Bumble is presented as a dating app where real connections happen, leading to marriage and starting a family. The ad addresses the barrier of dating apps being perceived as shallow or not leading to serious relationships, suggesting that Bumble can lead to a fulfilling long-term partnership. # Visual style The ad has a UGC feel, with casual, user-submitted videos and photos. The editing style is simple with quick cuts. The production quality is basic. The pacing is consistent and moderate. # Hooks Spoken: 00:03–00:10 It's very important you do not cancel that date. Text overlay: 00:03–00:10 It's very important you do not cancel that date. Visual: 00:03–00:05 A light-skinned man with short brown hair, wearing a gray shirt, is kissing a baby on the cheek. The baby has fair skin and is wearing a blue-and-white striped shirt. The background includes a green wall, a framed picture, and a white door frame. The camera is steady, and the lighting is warm. # Funnel stage Top of funnel (Awareness) # Pain points The apprehension or doubt before going on a date, fearing it will be a waste of time. # Value propositions - Don't cancel that Bumble date -- it could lead to a family. # Benefits - It's very important you do not cancel that date. # Call to action None used. # Point of view - Customer 100% – The ad features user-submitted photos of real parents with their babies. # Storyline - 00:00–00:03 00:00–00:03 A woman is taking a selfie video in front of a bathroom mirror with a man behind her. She lip-syncs to music while on-screen text implies she almost cancelled a Bumble date, suggesting the familiar apprehension before a date. The moment creates anticipation and connection with the viewer's past experiences. - 00:03–00:05 00:03–00:05 A man is kissing his baby on the cheek. On-screen text warns against cancelling that date, and implies the first woman's Bumble date. This is meant to establish a cause-and-effect relationship. - 00:06–00:10 00:06–00:10 More photos of parents with their children with the same message from the on-screen text: "It's very important you do not cancel that date". This confirms the message that Bumble is a gateway to family life.