Scaling Gett’s user acquisition while maintaining a low CPI and improving user quality
Gett operates in the highly competitive field of public transportation apps. In an attempt to enter new markets, Gett tasked Moburst with the challenge of scaling user acquisition in certain cities apart from their regular social media channels. Furthermore, Gett's focus on specific cities called for targeted campaigns designed for the region, which can be complicated and expensive. Gett also sought high-quality users to verify their phone numbers before utilizing the app.
Moburst created a unique creative approach for each city emphasizing its distinct characteristics such as weather, language, socioeconomic status, and cultural references. Constant optimization and hyper-targeting strategies also took place, encouraging micro-segments to not only install the app, but also to book rides as well. In Manhattan, for example, Moburst launched a campaign promoting $10 rides anywhere in the city, which generated a massive buzz in the press and social media.
Delivery and results
Moburst developed a unique creative approach for each city, highlighting distinctive characteristics such as weather, language, socioeconomic conditions, and cultural references. Additionally, continuous optimization and hyper-targeting strategies incentivized micro-segments to not only download the app but to book rides as well. In Manhattan, for instance, Moburst initiated a "$10 ride to anywhere" campaign, which generated widespread buzz across the press and social media platforms.
In Their Words
"In a short period of time, Moburst acquired high quality users at scale, significantly increasing Gett's brand awareness in key strategic metropolitan markets and driving global revenue growth."