Why these founders ditched social ads for Taylor Swift concerts and prison tablets

In the latest episode of Build Mode, host Isabelle Johannessen delves into unconventional marketing tactics with Luna co-founder Jas Schembri-Stothart and Untapped Solutions founder Andre Peart. This season focuses on the go-to-market strategies that helped these startups connect with niche customer segments during their participation in the 2024 Startup Battlefield competition. The episode follows up on the insights gained from Deon Nicholas, co-founder of Forethought AI, emphasizing a customer-first approach. This time, the discussion shifts to the effective guerrilla tactics utilized by both founders to engage distinct target audiences: teenage girls and formerly incarcerated individuals. For Luna, a well-being app designed for girls, connecting with their audience proved challenging, especially since the co-founders were no longer teenagers. To bridge this gap, Schembri-Stothart and her team embarked on a tour of U.K. schools, where they faced tough questions from students. This direct feedback not only provided valuable insights but also sparked interest among students, who became early brand ambassadors. These young advocates played a crucial role in promoting the app, organizing activations at large events like Taylor Swift concerts, where they knew they could reach their target demographic effectively. Conversely, Untapped Solutions faced a different set of obstacles. Dubbed the “LinkedIn for the formerly incarcerated,” Peart needed to ensure the platform was readily accessible to those who could benefit from it, particularly in environments that traditionally lacked tech solutions. By actively engaging in public speaking and forming the National Reentry Coalition, Peart and his team have made significant strides in increasing their platform’s visibility. Their partnerships with organizations aiding the estimated 600,000 individuals released from prison each year have further established their presence. “We’re in almost every prison system,” Peart noted, indicating that if someone is using a tablet, they likely have access to Untapped. For more insights from this engaging discussion, be sure to watch the full episode or tune into Build Mode wherever you enjoy your podcasts. Feedback and reviews are always welcome at podcasts@techcrunch.com.