Acquisition: Average weekly activation growth +110%, CAC -92%
Through some research, there were some key discoveries that aided our strategy.
- Most of these drivers are heavy smartphone users, often using various apps to inform journey times, weather and traffic statistics;
- They are social media users;
- Often, they are keen to interact and share ideas with other drivers just like them, whether online or offline, to gain knowledge and find new ways to make more money.
With these in mind, the first step was to launch Facebook campaigns advertising the app.
In addition, we approached these drivers personally. After locating drivers at various hotspots such as airports and train stations in London where we knew many would be circling about waiting for potential customers, we introduced the app personally while focusing on the one key benefit these drivers care the most about – the possibility of earning 30% more income. This direct approach drove more downloads while costing 10% less Facebook.
Capitalizing on the fact that they are a strong community, often engaging with each other, we also spread the word via active online communities, gathering feedback as well as leads.
Activation: Average weekly Activation growth +78%
We focused on encouraging the drivers to ask for at least once recommendation via the app. This would allow them to try out the app, and gain confidence in it. In order to achieve this, we created a video tutorial to educate them quickly and simply on how to do this.