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Why these founders ditched social ads for Taylor Swift concerts and prisontablets
Luna and Untapped Solutions founders discuss innovative marketing strategies to engage niche audiences. They used guerrilla tactics, such as connecting with teenage girls at U.K. schools and promoting their app at Taylor Swift concerts, while Untapped focused on accessible tech for formerly incarcerated individuals by building partnerships and establishing presence in prison systems.
Key points
- Luna, a well-being app for girls, struggled to connect with teenage users; co-founders engaged directly with students in U.K. schools for insights.
- Students became brand ambassadors, promoting the app through social media and contributing to its development.
- Luna leveraged major events, like Taylor Swift concerts, to reach its target audience effectively.
- Untapped Solutions caters to formerly incarcerated individuals, aiming to enhance job accessibility via a LinkedIn-style platform.
- The founders established a National Reentry Coalition and hosted an inaugural event to increase awareness and partnerships.
- They focused on ensuring their platform is available in prison systems, thereby improving visibility and user access.
Why it matters
- This shift in marketing reflects a trend towards more personalized and community-focused outreach, aligning with the 'customer-first' approach emphasized in 2024.
- The increasing impact of social media and real-life engagements at events mirrors current trends in influencer marketing and experiential promotions.
- The movement towards tech for marginalized communities ties into broader social justice initiatives prevalent in 2025, aiming for inclusive digital transformation.
Both startups illustrate the importance of direct engagement with target audiences and adaptive marketing strategies in the evolving landscape of 2025, emphasizing the significance of being responsive to the needs and contexts of unique customer segments.