Bumble has partnered with six beauty and wellness brands for its annual holiday gift guide.
Every year the social app lists a number of products to help users decide what Christmas presents to get for their romantic partners, best friends and work colleagues.
For 2019, Bumble are running giveaways with Erno Lazslo, True Botanicals, Becca, Love Wellness, Ouai and Ipsy to raise awareness for the gift guide. Each company is donating four products for the competition and will promote on Instagram and through their email newsletters.
The campaign is seen as an easy way for the brands to get millions of impressions from Bumble’s millennial community.
True Botanicals founder Hillary Peterson told Glossy: “We have found that this type of partnership, particularly with a brand that is so well-aligned with us, is the most efficient way to meet new audiences.
“We want to connect with [our customer] where she is, and she’s clearly on mobile. We don’t want to connect with just anyone with a huge mobile presence, but with brands who have a similar mission as ours.”
The company, which specialises in organic skincare products, has committed to sharing one post and three stories to its Instagram page, and expects to get three million impressions from the digital partnership.
Speaking to GDI earlier this year, Bumble’s new VP of Partnerships Michele Tobin hinted that she was looking forward to working with “amazing brands” in the beauty, health and wellness verticals.
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