Case Study: Driving Campus Buzz for Bumble at UT Austin

During my time at university, I had the exciting opportunity to work as an marketing intern for Bumble, where I was part of an elite, four-person team tasked with bringing Bumble to life at UT Austin. My role centered around Campus Marketing, with a specific focus on the launch of Bumble BFF—a new feature designed to help users build meaningful friendships.

Navigating a Launch During COVID

The challenge was significant: launching a social app during the height of the COVID-19 pandemic when traditional in-person events were impossible. However, this challenge also became an opportunity to innovate. I spearheaded the adaptation of our marketing strategy, shifting our focus to creative online events and virtual community building.

Building Community through In-Person Events

One of the most impactful initiatives I led was a partnership with Mozarts, a beloved local coffee shop. This event was more than just a typical campus activation—it was a carefully crafted experience designed to resonate with students during a time of isolation. We planned every detail, from event logistics to digital promotions, ensuring that the experience would drive both excitement and app downloads.

We encouraged students to download Bumble by offering exclusive perks and giveaways in collaboration with Mozarts. Despite the challenges posed by the pandemic, the event was a massive success. Not only did it generate significant buzz on campus, but it also drove a notable increase in Bumble BFF downloads, helping to build a strong user base in a challenging environment.

Metrics and Delivering Impact

What made this project truly impactful was the data-driven approach we took. We meticulously tracked metrics, analyzing engagement and conversion rates, and reported our success back to the Bumble team. This not only validated our efforts but also contributed valuable insights for future campus marketing strategies.

This experience was a testament to my ability to adapt quickly, think creatively, and execute high-impact marketing campaigns under pressure. It also underscored the importance of fostering meaningful connections—even in the most challenging circumstances.

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