Fresh Instagram Strategy and Creative for the UK’s No.1 Dating App

Fresh Instagram Strategy and Creative for the UK’s No.1 Dating App



Bumble commissioned OK COOL to create an Instagram strategy that re-established Bumble’s cultural relevance across the UK & Ireland and drive affinity and app downloads. 


OK COOL developed a strategy and set of perspectives about the role of social media in driving brand preference and relevance for Bumble.

To do so we tapped into what’s happening in culture to create conversations about the journey of dating while simultaneously championing the female perspective.

We implemented a unique, credible brand identity and pivoted focus to better championing diverse people and perspectives. 

In addition to developing a strategy, OK COOL are responsible for creating innovative content around the Bumble brand to educate and inspire app usage.


By taking an insights-driven approach and with emphasis on macro-trends, OK COOL were able to create a sense of purpose around our Instagram content that added value to Bumble’s audience.

Instagram engagement on reach increased by 55% over the course of three months, with the account’s following increasing by 15%. Our audience took more purposeful action on the content, with shares and saves on posts increased by 45% and 35%, respectively.

Most importantly, Bumble reported that brand affinity increased by 25% with App downloads and usage for Bumble at an all-time high