When it comes to influencer partnerships, some collaborations just hit differently. That’s exactly what Bumble Inc. achieved with their latest partnership featuring Amelia Dimoldenberg, creator and host of the wildly popular YouTube series Chicken Shop Date. The brand teamed up with Amelia to deliver a series of videos showcasing her “golden rules of dating,” and we’re absolutely obsessed.
Here’s why this campaign is setting the gold standard for influencer collaborations—and what it means for the future of marketing:
Why We Love This Campaign
Amelia Dimoldenberg’s charm lies in her relatable, quirky approach to dating. Whether she’s awkwardly bantering with celebrities or hilariously navigating romantic pitfalls, she’s built a brand steeped in humor and self-awareness. Bumble’s decision to work with Amelia feels natural—a genuine alignment of brand values and personality. Unlike the forced influencer campaigns we’ve seen before, this partnership is organic, fun, and speaks directly to their audience’s dating experiences.
This campaign reminds us that authenticity isn’t just a buzzword—it’s a business strategy. By prioritizing an influencer whose values align seamlessly with their own, Bumble created content that feels both entertaining and impactful.
Lessons from 2024’s Best Campaigns
The Bumble-Amelia collaboration is part of a larger collab trend we saw in 2024—brands leaning into authenticity and expertise. Consider how:
- Michael Cera teamed up with CeraVe, becoming the unlikely ambassador for one of the biggest skincare brands in the game.
- Brat-icon Charli XCX partnered with Skims in a futuristic, body positive campaign.
Glossier merged beauty and basketball by teaming up with the USA Women’s National team.
These campaigns worked because they prioritized thoughtful storytelling, real voices, and creators whose audiences truly trusted them.
What’s Next for Influencer Partnerships in 2025?
The trends from 2024 aren’t going anywhere. Here’s how brands can stay ahead:
1. Experts Over Endorsements: A Shift Toward Relevance
Audiences are savvier than ever, and they can spot inauthenticity a mile away. The future belongs to influencers who bring expertise—whether it’s skincare tips from a dermatologist or fitness advice from a pro trainer. Brands that prioritize meaningful, value-driven collaborations will stand out.
2. Long-Term Relationships Win the Day
The days of one-and-done partnerships are over. Building ongoing relationships with influencers fosters trust and creates a sense of continuity for audiences. Long-term collaborations also allow brands to adapt and refine messaging over time, deepening the connection with their target audience.
3. Multi-Platform Storytelling: Meet Audiences Where They Are
TikTok, Instagram, YouTube—in 2025, successful campaigns will live across multiple platforms, creating cohesive narratives that engage audiences wherever they are. The ability to adapt content for each platform’s unique style will separate good campaigns from great ones.
Prepping for the Future
- Focus on Alignment: Find influencers who genuinely align with your brand’s mission and values. Authenticity isn’t optional; it’s essential.
- Offer Real Value: Create campaigns that educate, inspire, or entertain. It’s not enough to grab attention; you need to hold it.
- Think Long-Term: Build lasting relationships with influencers to deepen trust and create a consistent brand presence.
- Embrace Storytelling: Craft narratives that resonate across platforms and keep audiences coming back for more.
As brands plan for 2025, the lesson is clear: authenticity, alignment, and creative storytelling aren’t just trends—they’re the future of influencer marketing. Ready for your next creative collab? Talk to our experts.
