We are immensely proud that Relevance has become a Facebook success story!  

Our marketing campaign for leading taxi-hailing startup, The Beat App, has become a Facebook success story featured on Facebook for Business, a platform used by global businesses looking to keep up with the latest ad tips, best practices and case studies.

In order to make it onto the platform, Facebook searches for the most ground-breaking digital marketing campaigns, which have achieved transformative results and exceeded their campaign objectives through the strategic use of Facebook ads. 

As Facebook Marketing Partners, our team has been learning through Facebook’s invaluable agency-specific learning tools by participating in a number special Blueprint training sessions and virtual events. By taking advantage of Facebook’s numerous learning opportunities, we leveraged the latest Facebook tools and achieved a success story recognized by Facebook on a global scale. 

This isn’t the first time our journey with Beat becomes an inspirational success story. Our partnership was first honored at the 2020 Peak Awards supported by Google, the top Performance Marketing Awards in Greece. The Beat App amassed a total of 8 Performance Marketing Awards and was named 2020 Brand of the Year, significantly out-performing all other nominees.  

When Beat approached us with the goal of attracting customers in new markets we determined that we should pursue a two-tiered digital marketing strategy.

We focused on attracting new audiences while increasing the lifetime-value of existing users who had already downloaded the Beat App. 

We realized that although Beat offers a service with a broad target audience, low-level audience segmentation should be adopted by devising highly customized messages according to the level of users' familiarity with Beat. 

The Beat App

The Beat App is a mobile-only start-up that has been revolutionizing the taxi-hailing industry in Greece with a user base of over 1 million riders.  

The Goal 

To increase the performance of the Beat App among existing users and drive up the number of new app installs, while decreasing the overall CPA (Cost per Action).   

The Approach 

Relevance devised a full funnel approach by pairing each funnel stage with the right campaign objective to guarantee effective communication and content engagement across new and existing audiences. In order to motivate users down the path of conversion, Relevance focused on developing the right targeting approach by experimenting with a number of different ad formats.  

Attracting new customers 

By launching a new video views campaign with reach and frequency, while ensuring videos aligned to mobile-first best practices (e.g. vertical and short duration format, prominent text overlays), we targeted ads to potential new customers. 

By conducting several split tests and comparing Behavioral, interest-based targeting and Lookalike Audiences, the best performing audience was determined to be broad. 

By directing ads to Beat’s existing Facebook and Instagram followers as well as viewers of Beat Videos we optimized for lower CPA (Cost per Action).  

Motivating existing customers  

By segmenting existing users via the SDK according to the date of users’ last ride and frequency of app use, we increased in-app purchases.

By implementing automated placements with asset customization, we optimized the algorithm for targeting users who had already downloaded but never used the app. 

Innovative ad formats 

Beat became the first company in Greece to utilize Playable Ads in order to increase app installs. Beat’s team created a fun video simulation demonstrating the app’s easy and quick taxi-hailing process step by step. Beat’s playful brand identity was introduced by inviting users to play a game and by testing out different ad formats, such as video ads, carousel, and image ads. 

Exceeding performance targets 

When conversion campaigns for in-app purchases on a YoY basis were compared, there was a significant increase in in-app purchases and app installs as well as an unprecedented decrease in CPA.