RIDE-HAILING APP
How dynamic optimization with OEM marketing fuelled efficient market expansion
CHALLENGE
In an ever-expanding digital marketplace, a leading ride-hailing service provider was seeking to deepen its market penetration across over ten regions in the European Union, Southeast Asia, and Latin America. Despite a strong presence and a diverse user base, the company recognized the need to broaden its reach further, particularly through OEM channels where they had already established multiple partnerships.
The mobility app’s strategic objective was clear: to increase their existing marketing efforts with advanced techniques capable of harnessing the full potential of OEM and carrier partnerships. This is where REPLUG stepped in, bringing to the table its expertise in dynamic placements and performance optimization.
Our performance marketing team aimed to not only extend the service provider’s market reach, but also to enhance the efficiency and effectiveness of its user acquisition strategy. Through targeted interventions and leveraging REPLUG’s expertise in dynamic placements’ optimization, the campaign was set to optimize the client’s existing OEM and carrier placements, aiming for measurable growth in user engagement and market share.
OPTIMIZE THE ACQUISITION STRATEGY ON OEM WHILE KEEPING AN OPTIMAL CPA
EXPAND FURTHER ITS REACH IN NEW AND EXISTING TERRITORIES
FOCUS ON PLACEMENTS WITH INCREMENTAL VALUE TO THE COMPANY'S BOTTOM LINE
SOLUTIONS
DIVERSIFYING ACQUISITION CHANNELS
With an already extensive acquisition activity across Search, Social and Programmatic, OEM providers offered an unparalleled opportunity for the client to identify an untapped audience ready to engage with the brand on their new and existing devices.
TEST, LEARN & SCALE
Our performance marketing team relentlessly tested different placements across Xiaomi, Oppo, Vivo and 3rd party apps inventory reached via Carriers, such as display, dynamic preloads, alternative app stores, -1 screen and more to identify quickly the best performing ones.
RE-ENGAGEMENT OF DORMANT USERS
A key solution implemented in our OEM advertising campaign, was to activate a specific partner that accessed over 400M DAU via an OEM launcher specifically designed to drive re-engagement of dormant users. This delivered astonishing results in terms of 1st riders conversions.
IMPACTFUL CHANGES
CHANNELS DIVERSIFICATION
With the objective of growing beyond the traditional acquisition channels, our team tested iteratively a wide variety of OEM placements, ensuring a continuous optimization of assets and messaging to hit the target CPA.
AGGRESSIVE GROWTH
Our performance marketing experts quickly aligned with the client's internal team to understand the most profitable countries and expand quickly the activities based on CPA target, while allowing our partner to unlock an untapped inventory.
PERFORMANCE-DRIVEN FOCUS
The last key activity that brought the most impactful results has been our laser-focus attention to the CPA targets our partner gave us in over 10 countries, by selecting the right audience and being the sole point of contact for optimization.
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