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Post-lockdown dating: We Are Era supports partnership between Bumble and TikTok

October 13, 2021

Branded

We Are Era is supporting the European marketing collaboration between Bumble and TikTok by producing several spots featuring German social media influencers Torten Tantee and Aylin Yaren, which demonstrate how TikTok can help when two people run out of things to talk about on a date.

The spots form part of the ‘Date with Better Answers’ campaign, where Bumble and TikTok are working with content creators in Germany, the UK and France. These creators will appear in advertisements and organic content on both platforms, featuring interests and hobbies which were seen on TikTok during the lockdown period. Each creator will also post a branded video on their TikTok channel, showing off their special interest – such as how to cook a recipe, or learn a new football trick. The goal is to help people make authentic connections by sharing their hobbies – whether these are unusual or not.

The first TikTok creator in the German campaign focuses on popular interests, inspiring a couple on a date to have varied conversations about creating baking recipes and freestyle football tricks. Interests such as these have developed passionate communities on TikTok, with almost 12 billion views under the #baking hashtag and more than 222 billion views under the #football hashtag.

Naomi Walkland, Vice President Marketing for Europe at Bumble, says: “As an app based on kindness, equality and inclusivity, we encourage our community to be as authentic as possible on Bumble. Over the past year, we've seen our community use TikTok to share their good and bad dating experiences and dating tips with each other. This partnership is our contribution to inspiring people to live out their interests and date authentically.”

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