When Bumble announced its 2025 campaign featuring Amelia Dimoldenberg, it felt less like a brand partnership and more like a cultural moment. Known for her deadpan charm and viral Chicken Shop Date interviews, Amelia brings a refreshing authenticity to the often contrived world of influencer marketing. This collaboration isn’t just about promoting a dating app; it’s about redefining how brands connect with their audiences.
Bumble’s decision to partner with Amelia is a strategic move that aligns perfectly with its “women-first” ethos. Amelia’s unapologetic approach to dating, characterized by humor and self-awareness, mirrors Bumble’s mission to empower individuals to take control of their romantic lives. In a series of videos, she shares her “Golden Rules of Dating,” offering advice that’s both relatable and entertaining. This content doesn’t feel like advertising; it feels like a conversation with a friend who just happens to be hilariously insightful.
The campaign’s timing, launching between New Year’s and Valentine’s Day, capitalizes on a period when many are reevaluating their dating lives. Instead of the typical glossy ads promising love at first swipe, Bumble offers content that acknowledges the awkwardness and complexity of modern dating. Amelia’s candid discussions about first moves and dating “ins and outs” resonate with users tired of superficial connections.
Visually, the campaign stands out with its editorial style, thanks to the collaboration with Interview Magazine‘s creative director, Mel Ottenberg, and photographer Brianna Capozzi. The result is a series of images and videos that are as aesthetically pleasing as they are engaging, further blurring the lines between advertising and lifestyle content.
This partnership also marks a significant shift in Bumble’s marketing strategy. After facing criticism in 2024 for a rebrand that many felt was out of touch, the company needed to rebuild trust with its user base. By embracing authenticity and humor, Bumble demonstrates a commitment to listening to its community and adapting accordingly.
In a market saturated with dating apps vying for attention, Bumble’s collaboration with Amelia Dimoldenberg sets a new standard for influencer partnerships. It’s a masterclass in aligning brand values with the right personality to create content that truly resonates. This campaign doesn’t just promote a product; it fosters a sense of community and shared experience.
“Charm is strategy. Awkward is power. Until next time, stay curious.” — Julian
