Launch of the first all-electric car-sharing service in Warsaw
Period described in the case study: April 3, 2019. By April 30, 2020. The campaign continues.
Media used:
The first stage of the campaign was to build maximum reach and installation of the innogy go application! By Google Universal App Campaign. Due to the wide reach with precise targeting, we used Facebook, Instagram and Programmatic.
In stages 2 and 3, we focused on channels that allow for precise use of user data and the use of dynamic creatives, as well as those that are most cost-effective. We reduced the media mix and split the budget between GUAC, Facebook and DV360.
Digital channels used in the campaign: paid search, Google Universal App Campaign, Programmatic, Facebook, Messenger, YouTube, Instagram, mobile in-app banners, native display ads, mailing, push notifications, SMS/MMS, affiliation, brand’s own app.
The goals were divided into 3 stages:
1) Maximizing the reach and installation of innogy go apps!
2) Maximize the number of registered users.
3) Maximize the number of trips among those registered.
The campaign was created from scratch for a service entering the market. The launch of the first all-electric car-sharing service in Warsaw is a response to the need to reduce smog and increase awareness of the sharing economy. Although there was a lot of competition in the market for app-based transportation and car-sharing services, Warsaw did not yet have a car-sharing service based on electric cars.
The key challenge was to convince users to switch from an already selected service or means of communication to a new application.
Effective communication was based on users’ interests and intentions. We acquired data to know as much as possible about users and for each group to determine its purpose.
Communication has always taken place in a specific context to reach users who might need our service at a given moment.
We looked at the path of users, based on both online and offline touchpoints, in order to customize the story in the campaign, to be ready with real-time communications matching the stage in the user’s path and changing needs.
Using a proprietary Customer Data Platform (CDP) solution that combines data from different sources and builds unified user profiles, we collected data on registered people, cars and their location, and the weather. In this way, we built profiles that we used to separate the most optimal user segments, to which we targeted personalized, real-time communication tailored to the factors:
– internal (availability and location of cars),
– and behavioral (e.g. When they rent a car and for what purpose).
The previously mentioned factors determined the automatic selection of the creative displayed to the user.
Thanks to the collection of all data in one place (CDP), unified communication could reach the user through all possible channels. Through the use of data and data-driven creations (personalized, multivariate real-time messages), we were able to use effective algorithms A.I. DV360 and Facebook.
By fully integrating these elements, the entire process was fully automated.
Over a 12-month period, we generated the following results:
1) App installations: 176% of goal achievement.
2) App registrations: 128% achievement of the target.
3) Returning users: 185% goal achievement.
The goals set by the client during the period were to build a brand among users and develop habits in them to use the innogy go service! The service has become a permanent part of Warsaw’s landscape and the habits of its residents, who regularly use electric cars for minutes.
