Popular dating app Bumble has announced a European marketing partnership with TikTok. This partnership, live on both apps, will encourage users to showcase their true, authentic personalities while dating.
The campaign ‘Date with Better Answers’ will see the platforms partner with creators across the UK, France and Germany. Building on the interests that people have picked up during lockdown and seen on TikTok, creators will appear in adverts on both platforms focused on helping people to connect authentically by sharing their hobbies – surprising or otherwise.
Over the last year Bumble has tapped into interests, adding badges to their popular dating app that allow people to add five interests from a list of 150. Interests vary from sports to foods to traits such as ‘sense of adventure’ and values including ‘feminism’ to enable people to connect on common ground.
Each creator who appears in the ‘Date with Better Answers’ campaign will also be posting their own bespoke video on their channels to celebrate the partnership, sharing a tutorial such as how to cook a recipe or learn a new football trick.
Focusing on popular interests, the initial TikTok creators featured in the UK campaign help a pair of daters with inspiration in cooking and freestyle football. Interests like this have become their own subcultures on TikTok, with passionate communities forming around them to create and share – #foodtiktok has almost 34bn views with people sharing recipes and food inspiration, while #freestylefootball has clocked up more than a billion views of creators and the community sharing their skills.
The UK digital adverts, created by 10 Days, feature creator chef Nathan Smith and freestyle footballer Olivia Weedall in the UK showing how TikTok can help when you get stumped for something to talk about on a date. The ‘Date with Better Answers’ campaign will launch in the UK on September 23 with France and Germany to follow.