Performance Marketing Localization : UBER

Business Objective

  • Accelerate rider growth to move from challenger to category leadership position
  • Improve efficiency while achieving growth goals

Opportunity Identification

  • Limited activity on performance marketing compared to competition
  • Lack of localization leading to higher bids for KWs, ad placements and app installs

Strategy

  • Localize performance marketing efforts in South Asia with media deals negotiated on first trip performance
  • Optimized SEM campaigns with adjusted CPA goals & CPC bids
  • Diversified media mix with new channels including affiliate and programmatic
  • Built local digital marketing, analytics and design teams

Results

  • 4x growth in rider acquisition
  • 30% improvement in cost per first trip efficiency
  • Surpassed competition to become No. 1 travel app in India on both android & iOS