Some details
Objectives
mytaxi, the leading European ride-sharing app, needed to reactivate as many of the dormant users that had previously downloaded the app. The focus was on the user funnel from impression to rebooking as the business continued to expand its reach across cities in the UK. The team also wanted to utilise effective channels for acquisition, populate the app with high-intent users,
encourage First Time User booking, increase retention and average re-booking per user.
Strategy
Our holistic approach helped to deliver a harmonious strategy of complementary app marketing elements. We combined organic (ASO), engagement (push and in-app message) and paid (highly targeted campaigns and retargeting campaigns) elements to increase overall user retention for mytaxi.
Results
Our strategy proved to be extremely effective in driving traction and retention for the app.
We populated the app with high-intent users, encouraged a huge rate of First Time User booking, and utilised retargeting and engagement strategies to drive a huge number of repeat bookings. The app’s launch was so successful, the app won Best Retention Campaign at the App Growth Awards 2018, and the Grand Prix Award, as well as the Awards for Mobile Marketing Campaign of the Decade, Most Effective Travel &, Tourism Campaign, and Most Effective App Install Campaign at the Effective Mobile Marketing Awards 2019.
