getting college students to pack Bumble in their pencil cases (do people take pencils to college? idk).

for this campaign, the strategy was to tap into the college mindset of both singles and people looking for friends, to make Bumble and BFF relevant. i used the ‘from and to’ construct to highlight the journey that both apps help you through while you’re at college.

p.s. BFF sits under the Bumble umbrella, but has it’s own brand identity and tone of voice.