In the spring of 2024, Bumble pivoted away from their women-first brand telling users “A Vow of Celibacy is Not the Answer” and received viral backlash online and IRL with torn down ads all over the city. Within hours we proactively approached Feeld - the indie relationship app known for its inclusivity - to create a response campaign welcoming all who might think celibacy is the answer (including Julia Fox.) Feeld added ‘Celibacy’ to their filters in app and announced the inclusion with strategically placed guerrilla OOH atop Bumble’s defaced ads.

By moving quickly, we were able to seamlessly tap into cultural conversations in Cosmo, Glamour, The Independent, Hypebae, and more and Feeld saw an uptick in women subscribers using the feature.