Story

Bumble wanted to drive awareness and registrations among students, but the challenge was standing out in a saturated freshers landscape where every brand is fighting for the same attention. As the only dating app where women make the first move, Bumble had a story worth telling.

Action

Based on the insight that Female DJs accounted for just 4% of demand globally, we built Hive Sounds - an all-female DJ tour that hit the biggest student nights across five UK cities, turning freshers events into Bumble moments that students actually wanted to be part of.

Headline sponsorships of iconic student venues put Bumble at the centre of the nights that matter most, from all-nighters in Nottingham to freshers balls in Southampton and York. Each event was fully immersive, with branded light shows, DJ booths, photo moments, and merchandise drops that gave students something to take home and post about.

But Hive Sounds was only the beginning. Across Terms 1 and 2, 38 student brand ambassadors and 27 societies kept Bumble embedded in campus life year-round, supporting everything from house parties and society socials to library takeovers and talks.

At year end, the Hive Sounds collective returned, touring a rebranded VW camper to five end of year balls, sending students into summer with Bumble front of mind.