App Installs Up 58%: How BEAT Engaged New Riders in Greece

Although the client has a strong user base, a lot of taxi users in Greece are not familiar with using an app for finding taxis. 

According to a market research conducted on behalf of the client, during 2019, 20% of Taxi users are unaware of the client’s app’s existence, only 5% in the age segment of 18-24 are willing to use the client app in the future. 

At the same time, tourists, an very high value audience, was already oriented towards competitors with vast global presence. A holistic approach needed to be followed, in order to drive app penetration in the country’s younger audiences and tourists.

a) Optimized the App Campaigns based on best practices as derived by Facebook & Google Ads teams and 1st hand experience; 

b) Adapted low-level audience segmentation according to user familiarity with Beat. Used a full-funnel approach with always-on campaigns by pairing each funnel stage with the right campaign objective and communication message.

c) Used FB playable ads to boost app installs. We highlighted the app's easy usability through an ad that worked as a simulation of the taxi-hailing process and introduced its fun brand identity by inviting users to play a game.

d) Leveraged Attribution and Analytics tools to create cohorts of the users and follow them throughout their path to conversion in order to access the actual incremental value of campaigns to business outcomes.