As an extension of the Love Stories campaign—and to reinforce Bumble’s role as the brand that champions modern relationships—the team partnered with Pete Davidson and Elsie Hewitt, a couple whose chemistry and story felt instantly relatable. The goal was to celebrate love in all its forms while clearly establishing that Bumble owns this space, even when a couple didn’t meet on the app.

The narrative challenge was striking the right balance: spotlighting their relationship without slipping into a traditional “Bumble success story.” To solve this, the Love in Their Words series was developed: an ownable format designed to scale across future celebrity stories.

Shot by The Collective You, the content paired intimate portraits with handwritten prompts that surfaced the real, textured parts of their relationship and created natural entry points for product moments, including questions like, “If we matched today, my opening line would be…”.

The collaboration extended beyond in-feed content with a takeover on Instagram stories, where Elsie and Pete shared their story directly with the community.

The social-first campaign earned strong press coverage, drove meaningful engagement, and reinforced Bumble’s position as the brand that celebrates love in all its forms.