Marketing · App / Dating / Consumer Tech
Fill the city to fill the app
Joyapp had a strong product and a ruthless rule to meet: without users, a dating app doesn't exist. We built awareness in the streets and on social, focused on Milan, and turned attention into more than 3,000 new users in two months.
Client: Joyapp
The challenge
Joyapp is a last minute dating app: built for people who want to meet someone here and now, without the slowness of traditional models. A product with a strong idea and an immediate mechanism. But in a dating app, one ruthless rule applies: value grows with people. Without a large and concentrated user base, the experience never takes off. The challenge, then, was not to explain the product. It was to fill it. The starting point was clear: the product existed, but critical mass was missing. The app was still largely unknown in its target market. Milan was the playing field: the right city to focus the push, dense and receptive for an app like this. And in a crowded market like dating, standing out required an unconventional approach. The challenges were concrete: make the app known to a wide audience concentrated in Milan. Stand out in a competitive sector without blending in with the big players. Turn awareness into real user base growth. Hold together immediate impact and continuous presence over time.
The solution
We built a guerrilla marketing campaign, with a wide sticker activation that brought Joyapp into the physical space of the city: where people move, meet, and notice things. We paired this with a more structured marketing plan, with campaigns designed to support growth. We developed a social editorial calendar, with content crafted for the tone and audience of a last minute dating app. We worked on the combined effect: the surprise of the street and the continuity of social reinforcing each other. Physical impact lit the spark of curiosity; content kept it alive over time. We focused the push on Milan and its surroundings, achieving high awareness precisely where it mattered. In a market dominated by major names, we chose not to compete on the same ground, but to open a new one: the physical space of the city as a marketing channel, the coherence between street and social as a multiplier.
The tailor-made team
- Team Leader
- Marketing Strategist
- Social Media Manager
- Content Creator
- Guerrilla Marketing Specialist
The results
3.000+
new users in 2 months of campaign
Milano
key market covered with high awareness
2
integrated channels: street + social
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