Founders ditched social ads for Taylor Swift concerts and prison tablets to reach niche audiences effectively.
Matilda
Why Founders Ditched Social Ads
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. Image : Google 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 …
