Bumble Goes Up Against Dating App Rivals With Amelia Dimoldenberg Partnership

Fending off dating app burnout

Bumble’s launch coincides with a busy period for online dating between New Year’s and Valentine’s Day. Dating app rivals Tinder and Hinge are also running global campaigns. 

Like its competitors, Bumble is looking to woo users in an era of “dating app fatigue,” as research points to a growing dissatisfaction with online dating, particularly among younger people. 

Also among Bumble’s marketing challenges is overcoming a recent hit to its reputation after its 2024 rebrand sparked a backlash. 

In May 2024, the brand apologized for its campaign that included billboards reading, “You Know Full Well a Vow of Celibacy is Not the Answer” and “Thou Shall Not Give Up on Dating and Become a Nun.”

Critics said the ads ran counter to female empowerment by showing insensitivity to issues such as bodily autonomy, consent, the asexual community, and reproductive rights in the U.S. political climate.