Why these founders ditched social ads for Taylor Swift concerts and prison tablets
Startups are constantly testing where to spend their marketing dollars. Some founders are skipping social ads entirely, focusing on unconventional ways to reach their audiences—like Taylor Swift concerts for teenage girls or prison tablets for formerly incarcerated workers. These bold strategies help brands connect with real users, gain authentic feedback, and build communities that digital ads can’t match.
How Luna used Taylor Swift concerts to reach teens
Luna, a well-being app for teenage girls, struggled to connect with their target audience through traditional advertising. Co-founder Jas Schembri-Stothart realized the best way to get real insights was to meet teens where they were—literally. Touring U.K. schools and hosting activations at Taylor Swift concerts gave Luna direct access to users, creating brand ambassadors who promoted the app organically. This approach generated authentic engagement and early loyalty.
Why Untapped Solutions targeted prison tablets
Untapped Solutions faced a very different challenge: reaching formerly incarcerated workers. Social ads didn’t work because their audience was offline much of the time. Instead, founder Andre Peart leveraged prison tablets and digital education platforms to connect with users during rehabilitation. This strategy provided both feedback and access to a motivated, underserved audience, proving that creative distribution beats mass social advertising for niche markets.
What startups can learn from ditching social ads
Skipping social ads isn’t about avoiding digital channels—it’s about prioritizing where your audience truly is. Founders who invest in real-world touchpoints, like live events or specialized platforms, often get more meaningful engagement. Authentic connections, actionable feedback, and community-building can drive growth more effectively than traditional online advertising, especially for niche or hard-to-reach users.
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