Overview
Match Group is the $12 billion parent company of Tinder and and 45 other dating brands. Their internal incubator, +1 labs, hired GrowthExpertz to develop and execute the pre-launch, launch and post-launch campaigns for their latest dating app called Crown.
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The Challenge
Match Group had a new baby but didn’t know what to do with it, or how to get it out there. They had a rough MVP but needed a Marketing team to come in and help conceptualize the messaging/value propositions, build a growth strategy and then manage the execution of all the channels. They also needed to achieve a variety of growth-based metrics within a 6-month timeframe in order to make a national launch possible. In short, they needed to make Crown the hottest new dating app in Los Angeles. Out of over 100 agencies, they selected GrowthExpertz and the rest is history.
How We Tackled It
We ended up beating out firms from around the world because of our sheer tenacity, and also our creative abilities. Andrew and the GrowthExpertz team were able to convince Andy, the VP, and his team to position Crown as the first-ever dating game from the 20-year-old corporation. Once we had the go-ahead, we immediately got to work on developing a comprehensive list of Growth Experiments, channels to test and A/B tests for optimizing the product.
Overall in 9 months we crushed the strategy, development, execution, and management of:
- 5 Different PPC Channels
- Email Marketing
- Street Teams
- Content Marketing
- Event Marketing
- Influencer Marketing
- Marketing Intern Programs
- Growth Hacking
- Social Media Marketing
- Public Relations Outreach
- Campus Ambassadors
- App Store Optimization
Insights
Crown was the first major project from the corporation’s internal incubator so we needed to build a sustainable growth infrastructure that they could replicate without our presence, from scratch. Building the infrastructure meant creating and managing marketing channels. However, in order to make it sustainable, we also needed to teach in-house employees on how to optimize and scale these channels post-engagement. We not only crushed the campaigns but were able to bring a Silicon Valley ethos and energy that envigorated their team and brought new life to the company.
30,000+ App Downloads
5,000+ Social Media Followers
500 Influencer Posts
12+ Published PR Articles
2 Campus Ambassador Programs
Which Led To…
Nationwide Launch! | 85% Retention | 30% Underbudget | Internal Acquisition
Ready to grow your startup? Book a Free Strategy Call with GrowthExpertz
“Andrew and GrowthExpertz are great because they are super nimble and experienced at literally everything you need. We didn’t have to bring anyone else in. Their energy wore off on our team and we learned a lot about what it takes to be a successful startup from them. They developed the growth playbook we’re going to utilize over and over again. Amazing work on Crown guys.”
– Andy Chen, VP +1 Labs Incubator, Match Group
Andrew Lee Miller is a veteran startup marketer, growth hacker, and founder of GrowthExpertz with more than 20 years of experience helping startups scale. Known online as “AndrewStartups,” he has helped drive multiple VC-backed startup exits, advised dozens of funded SaaS companies, and built growth systems for early-stage startups across industries. Since founding GrowthExpertz in 2016, Andrew has focused on lean, AI-powered startup marketing strategies spanning SEO, content, paid ads, PR, outbound, and growth experimentation. He’s also a global keynote speaker, published author, and startup growth coach who has lectured in more than 15 countries on startup marketing and growth hacking.
