Adopte: How a French dating app scaled its influencer strategy — and boosted female signups by 20% in three months

About adopte

Bucking the trend that sees an algorithm dictate your life, adopte dating app puts users in the driver’s seat with a search-based approach that encourages users to talk and share about everyday life before going on a date in real life. Looking for a brunette who plays chess, lives in Paris, and is into skateboarding? Type it in and see if the girl is real.

Founded in France in 2007, adopte quickly built a loyal user base and strong brand recognition, enabling it to expand to 11 markets. Today, in France alone, adopte boasts a team of four people managing an influencer strategy that mobilises some 40 micro and macro KOLs each month. with literary and slow dating profiles, the platform expanded its strategy in 2021 to include broader lifestyle profiles.

Dual challenges: standing out in a crowded market — and winning over women

In the famously competitive dating app scene, adopte's real challenge wasn’t just visibility; it was trust. And specifically, getting women to sign up.

“It’s something the whole industry struggles with,” comments Karolina Ciccarelli, adopte Marketing & Communications Lead for the francophone markets. “Men are quick to try multiple apps. Women? Not so much — they’re more cautious, often more serious in their search for a relationship. And a lot of them are tired of being disappointed.”

This sense of dating fatigue is a conversion key barrier for adopte. Women are not just skeptical about new apps — they are skeptical about the whole idea of dating apps. So adopte needed a fresh way to connect. Something more personal, more authentic. That’s where influencer marketing came in.

An early adopter (pardon the pun) of influencer marketing, adopte  began working with literary and poetic profiles that aligned with the brand’s roots in thoughtful, epistolary-style dating back in 2019. In recent years, the platform has broadened its horizons — bringing in lifestyle creators and UGC (user-generated content) producers who speak directly to their target audience.

The strategy: creators who sound like friends — not ads

Adopte decided to step things up and bring more structure to its influencer strategy. That’s when they turned to Kolsquare.

“We started using Kolsquare in November last year, and honestly, it’s been a game-changer,” says Karolina Ciccarelli. “Before that, finding new profiles was so manual. My team spent hours scrolling through platforms, checking engagement rates, vetting past brand deals. Now, they can do it all in one place.”

The team — which includes two alternants dedicated to influencer marketing — uses Kolsquare’s filters and data insights daily to scout new talent. Audience fit is the first priority, followed by creator credibility.

“We avoid creators who do too many ads — it just doesn’t feel real,” comments Karolina Ciccarelli. “We’re looking for people who actually connect with their followers.”

Adopte’s year-round influencer approach has two layers:

• Always-on UGC content: A steady stream of smaller creators producing organic, everyday content that feeds into the brand’s paid media campaigns.
• Seasonal peaks: Bigger pushes during high-traffic moments like summer and the winter holidays, where the brand partners with mid-tier creators (50K–500K followers) for stronger visibility.

The content strategy focuses on storytelling — especially explaining how adopte works differently from other apps. That means no algorithm, no mystery matches, no endless swiping.

“With adopte, you’re in control,” she explains. “You decide who you want to see — and we use influencer content to get that message across.”

‍The results: a 20% bump in female signups — and a big boost in creator confidence

From January to March 2024, adopte  saw a 20% increase in female signups. That growth came directly from the expansion of its programme which it managed with the support of the Kolsquare tool.

“Before we had Kolsquare, we were working with about 10 creators a month. Now we’re closer to 40. That shift made a big difference,” she says.

Kolsquare has helped the team streamline influencer discovery, evaluate brand fit more reliably, and ensure campaign performance — especially during paid pushes aimed at male users, where creators use unique discount codes and tracked links.

But beyond performance metrics, there was another win: peace of mind.

“Kolsquare helps us feel more confident about our choices,” comments Karolina Ciccarelli. “We can check demographics, make sure creators haven’t worked with competitors recently, and filter based on the kind of people we actually want to reach. Before, we were flying blind. Now we have clarity.”

The team also appreciated the timesaving aspect.

“We used to calculate engagement rates by hand. Now, that’s all done for us. It saves hours every week — and lets us focus on what really matters.”

‍Lessons from the field: education and authenticity go hand-in-hand

One insight Adopt offers from its recent scaling of influencer marketing is that the how matters just as much as the who. Creators aren’t just there to post pretty pictures — they’re educators, too.

“Most people don’t know how adopte works. It’s really different from other apps,” comments Karolina Ciccarelli. “So our creators are there to explain it. To show how they use it. To share their perspective, not just parrot back a script.”

While some influencer partners followed brand-provided scripts, most crafted their own stories, weaving the brand naturally into their content.

“That’s what makes it stick. When a creator shares something that feels personal — not polished or forced — it lands.”

Adopte has proven that influencer marketing doesn’t require massive budgets to make an impact — just the right tools, the right voices, and a smart strategy.

“Kolsquare helped us scale up without losing what made our influencer marketing work in the first place: relevance, authenticity, and trust,” comments Karolina Ciccarelli. “And most importantly, it helped us connect with the people we really want on our app.”

Want to learn how you can scale your influencer marketing strategy without breaking the bank and still get home in time for dinner? Book a demo with one of our influence experts today!