The summer we painted the Bumble app pink. This Barbie partnership highlighted Bumble’s Compliments feature, bringing Barbie and Ken into the app to coach members on sending thoughtful messages before matching and fostering more meaningful connections.

As part of the partnership, I led the strategy for CRM and user acquisition creative, designing assets that integrated Barbie and Ken personas across every lower-funnel touchpoint.

By weaving the Barbie movie’s cultural moment throughout the app experience, the campaign boosted registrations, increased user engagement and retention, increased Compliments usage to a record high, and reinforced Bumble’s position as a culturally relevant dating platform