The Client
AWTO is the first car-sharing service in Chile. The company was founded in 2016 with the intention of reducing traffic congestion in Santiago and decreasing pollution caused by a high number of vehicles.
Challenge
The goal was to encourage users to install the mobile application and keep using it. Additionally, we took on the challenge of introducing new service lines, both for different formats and for expanding Awto to cities outside of Santiago.
Being the first car-sharing company in Chile, the challenge required an awareness strategy to educate potential users about the functionality and benefits of the application.
Execution
We decided to focus the strategy on social media, where we created specific ads for app downloads. This process was accompanied by a content plan to explain the service and app usability.
Once people understood how Awto worked, they were exposed to retargeting ads with the option to directly download the app.
Furthermore, we created segmented audiences based on digital behavior and familiarity with the environment. This allowed us to create CRM lists to amplify messages to similar audiences through an artificial intelligence strategy.
Social media
Artificial intelligence
Retargeting
Execution
We decided to focus the strategy on social media, where we created specific ads for app downloads. This process was accompanied by a content plan to explain the service and app usability.
Once people understood how Awto worked, they were exposed to retargeting ads with the option to directly download the app.
Furthermore, we created segmented audiences based on digital behavior and familiarity with the environment. This allowed us to create CRM lists to amplify messages to similar audiences through an artificial intelligence strategy.
Social media
Artificial intelligence
Retargeting
Results
We achieved over 2,000 monthly downloads with an average cost of $0.40 per installation, resulting in high ROI for the brand and sustained user base growth for the app.
+ 2000Monthly downloads
$0.40USD per download
