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| Duuple CEO Abby Frimpong, right, and Mona Hanson, chief marketing officer of East Meets West and Seoul Cosmetic Surgery, host the launch of Duuple Asia at Some Sevit floating island in Seoul on April 26. / Courtesy of Julien Baek Photography |
By Celeste Kriel
Korea-based marketing agency East Meets West (EMW) teamed up with Duuple to introduce the new challenge-based app in Asia last month, with Seoul as its launch city. The interactive app has been making waves with influencers, brands and social media users already.
The introduction started with a VIP party, and continued with the main event, which was emceed by TV host and YouTuber Serina Hwang, and was co-hosted by Seoul Cosmetic Surgery, KWORLD , Be Mused Korea, and SUIT MAKE. The glittering black-tie party was held April 26 at Marina Park on the Han River with influencers such as Claudipia, Nalu, and Hallie Bradley ― who were brand ambassadors ― and Khalid & Lee Seul were in attendance.
With guests dressed to the nines, and their smartphones in tow ― with the app already downloaded ― the party was part gala celebration, part interactive mix of online and offline challenges with prizes from well-known K-beauty brands up for grabs.
While Facebook is a place to keep up with family and friends and Instagram is to showcase your lifestyle, Duuple is a new form of social media where users can interact with other users, brands and nonprofit organizations by creating and participating in challenges.
Duuple CEO Abby Frimpong has been deeply involved with grassroots movements and believes in encouraging community members to contribute by taking responsibility and action for their community. Duuple was designed in 2018 to "encourage change in the world."
"The initial purpose of Duuple was for social good. It is a fun and interactive way to use trends and social media to get people involved and engaged to raise money and awareness for a good cause. Duuple is social media for social good and inspires action. This is a place where you want to show your values and have fun, it's interactive," said Frimpong.
An organization can raise awareness by challenging users to post content such as videos or pictures related to the theme. App users participate in a challenge by submitting their content, and support the best content with a "clap." A winner is chosen based on how many claps their contribution receives. Prizes include money, gifts and Duuple badges. To raise money, users can donate when they participate.
"My Partner Dean Seol Young Min and I (EMW) partnered with Duuple, because we felt it was a great space for brands and influencers to amplify their presence and to possibly create viral challenges. For example, if a brand wants to reach an influencer's followers, they can join forces and create a challenge where a brand can give away their products," said Hanson, the chief marketing officer of EMW and Seoul Cosmetic Surgery.
"Duuple is a great example of an American company expanding into Asia and we definitely wanted to be a part of it," she added.
The launch event which will be aired on JTBC's new beauty show, "Beauty Room," featured the debut of a hashtag contest, and two new challenges ― "Best Selfie" and "Your Best Dance Move" with world-renowned b-boyer Karl "Dyzee" Alba, who had partygoers on their feet. One woman took to the stage to show her best "Beyonce dance move" in her cocktail dress.
In keeping with the original aim of supporting social good and global social change, a portion of the proceeds from the launch event was donated to Korean Unwed Mothers Families Association (KUMFA) and Open Closet, two Korean nonprofit organizations.
Event sponsors included CryptoJoo, Banobagi Plastic Surgery, Wish Formula Cosmetics and Serendi Beauty. Brands were curated by K-beautycollective.
Challenges on the app are heating up with Claudipia's "Best Couple Photo" garnering over 900 participants. User ShifaBengisu challenged people to upload an uplifting quotes and sayings in honor of Mental Health Awareness Month.
Visit duuple.com for more information or download the app on Google Play Store or Apple's App Store.
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