How to leverage influencer marketing as a tech startup

DUO: Dates Unlike Others is a mobile application designed to add excitement and adventure to couples' dating lives. Created by Arie and Lauren Burnham Luyendyk, who found love on season 22 of The Bachelor, DUO offers a range of features, date ideas, and date planning, to help couples break out of their dating rut and improve their relationship.

Available for download on Apple and Google Play, DUO has most recently landed on the top 200 free apps in the lifestyle category for seven consecutive days, reaching as high as number 20. From March 29th to April 4th, the app downloads skyrocketed, and their premium user base almost doubled.

DUO's success can be attributed to its strategic use of influencer marketing. By partnering with influencers, the Luyendyks were able to promote DUO to their target audience effectively, with no additional spending, which added authenticity and credibility to DUO's marketing campaign. DUO’s current CPI (Cost Per Install) is $0.76 where the industry average falls around a CPI of $3.

Influencer marketing is a powerful tool for startups looking to promote their products or services. By partnering with influencers who align with their brand values and target audience, startups can create buzz and drive downloads. Influencers have a loyal following that trusts their opinions and recommendations, making it easier for startups to reach a wider audience.

To replicate DUO's influencer marketing strategy, startups need to research and identify influencers who share the same values and appeal to their target audience. This will help create an authentic and relatable campaign that resonates with potential customers. Startups should also consider leveraging user-generated content to promote their products or services, creating a sense of community and social proof.

The whole idea behind DUO’s marketing strategy is for influencers to take their users along as they experience one of DUO’s premium features, a “Surprise Date”. Couples experience a fully curated date based on a short questionnaire. Some basic info is given such as what to wear and the first location’s address, and the rest is a complete surprise. This makes for interesting and sharable content that feels organic and tells a story. 

Startups can learn from DUO's personalised approach and use technology to provide tailored experiences for their customers. For example, a fitness app can offer customised workout plans based on the user's fitness level and goals. A food delivery service can provide meal recommendations based on the user's dietary preferences and restrictions. DUO’s platform allows users to provide feedback and receive individualised tips, ideas, and one-of-a-kind dating experiences.

DUO: Dates Unlike Others is an innovative app that has changed the way couples approach their dating lives. The app's success can be attributed to its strategic use of influencer marketing and its ability to provide a unique and tailored experience for couples. DUO's innovative concept, strategic marketing, and tailored experience have made it a game-changer in the dating app industry.