Case Study
Multinational eco-friendly transportation company increases app download by 311 % in one month.
Highlights
Company profile
ecoRIDES is a modern app-based chauffeured electric vehicle car service. Think of Uber, but using only luxury zero-emission electric vehicles operated by limousine/black car drivers offering a stunning and consistent 5-star service.
They do driving differently and better, with an eye to helping save the environment and being socially responsible. Culturally unique, their dedication to creating a positive impact in our world allows them to stand out from the rest.
They predominantly serve their clients in highly sophisticated Tesla vehicles in main Canadian and American hubs (Toronto, Ottawa, Vancouver, and Los Angeles)
ecoRIDES caters mainly to corporations with a growing appetite to act on their pledge to become more sustainable and eco-responsible.
The high-end yet affordable experience offered by ecoRIDES appeals to the mass market as well, as it is already aware of this revolution and has adopted other ride-sharing services.
ecoRIDES mostly drives corporate executives and employees from companies that have an exclusive transportation procurement agreement. They also offer full concierge VIP transportation solutions at various events and conventions. They are also available to the mass market who are looking for the ultimate premium transportation experience using the convenience of a mobile app.
Challenges
ecoRIDES was struggling with the adoption of their services in the National Capital Region (Ottawa/Gatineau, Canada), especially tapping into the mass market, positioning their service as the ultimate upgrade over already popular Uber and Lyft.
Even without a marketing team or outsourcing to an agency, ecoRIDES was able to get some organic engagement — mainly from publications on their Facebook page.
This certainly helped them grow their Facebook page to over 1,000 “likes” but with no significant increase in app downloads and first-time use.
While they experimented with a few paid social media campaigns, the return on investment (ROI) was marginal.
They considered hiring a marketing firm, but their attention and funds were carefully directed towards the growing needs of existing corporate client accounts.
They met with some marketing teams from local FM radio stations but the 5-figure upfront costs per campaign were too prohibitive for them at that particular stage of their growth.
As they already saw themselves as an innovative company, they were curious about discovering the opportunity offered by ad placement on Spotify.
The information they found at first was cryptic and unhelpful, yet they were well aware that advertising was possible on Spotify.
Searching for relevant keywords on Google, they found out about the all-in-one marketing/advertising solutions offered by AirTraffic.
ecoRIDES connected for a discovery call and a subsequent follow-on consultation.
They got really excited about the possibilities to advertise without the burden of the extravagant upfront costs of local FM radio stations proposals.
Better yet, they would now be able to enjoy the convenience of the hyper-targeted campaigns (and lower CPM), only possible with programmatic advertising on Spotify and the help of AirTraffic.
The decision was then made to retain AirTraffic services in late 2018.
ecoRIDES is at the centre stage of a green revolution in transportation. They inspire the community with their motto: “Our Mission, Zero Emission”
Results that they wanted
- generate brand awareness
- maximise app downloads
- encourage first-time use of their car service with a one-time use 20 % discount coupon
What we did
1. Planning
- Determined that the adequate level of service would include all 4 pillars of AirTraffic (Plan, Build, Execute and Measure)
- Opted in for 1 campaign including 1 ad set of 1 ad per month plan for 6 months (retainer fee).
- Ran a few simulations to predict an estimated number of impressions, unique reach, the frequency for a typical campaign using a predetermined budget.
- Prepared proposal and contract.
- Prepared Spotify ad campaign based on the parameters requested by the client.
2. Building
ecoRIDES already knew what mass market client types were better responding to their service. AirTraffic created a few client personas to help building the ad campaign creatives that followed and appeal to these personas.
We built a special single-purpose landing page dedicated to direct traffic to app download and capture attribution from Spotify ad campaigns
- Copywriting (landing page text)
- Designing and building the landing page
- Adding Google Analytics and Facebook Pixel tracking code snippets to landing page
- Web hosting and maintenance
- Acquisition of domain name (easy-to-remember vanity URL)
AirTraffic can create high-conversion single-purpose landing pages when a specific call-to-action is required. This allows the visitor to focus only on one thing: the action that you want them to take.
Produced 1 Spotify audio ad creative
- Copywriting (ad script)
- 2 Voice over actors
- Royalty-free music
- Sound effects
- Pro mixing
- Performed Spotify ad compliance check
ecoRIDES (First Audio Ad Campaign)
3. Executing
Went live with the Spotify ad using the targeting parameters set by the client.
4. Measuring
Measured and reported campaign results weekly. (see “Results” section below)
Client's First Spotify Ad Campaign
Aim
Brand awareness, app downloads, first-time use of apps
Targeted Audience
Persona
People who are interested in technology, already use Uber and Lyft, looking for an even better experience, intrigued by Tesla cars, attracted to luxury yet affordable services.
Geo
Ottawa, Ontario, Canada
Gatineau, Quebec, Canada
* Both cities constitute the National Capital Region
Age
25-64
Gender
All
Music Genres
Rock, Country, Punk, Jazz, Hip Hop, Traditional, Alternative, Edm, Folk, Metal, House, Pop, Spoken And Audio, Funk, Latin, Indie Rock, Rnb, Electronica, Blues, Holiday, Easy Listening
Platforms
Desktop, Android, iOS (iPhone/iPad)
Results
First-party data (First month)
Ads Served (impressions)
12,415
Reach
6,228 unique listeners
Frequency of ads served
1.99 (nearly all listeners heard the ad twice)
Clicks and Click through rate (CTR)
17 (0.14 % CTR)
This looks like a pretty low figure compared to social media ads but audio ads typically do not generate clicks. Why? Most people are not actively looking at their mobile phone when listening to music. We do however recommend using a companion display ad and call-to-action URL to make sure to capture any leads that would be looking at the app when the ad is playing.
Client’s app downloads attributable to our Spotify ad campaign
39 app downloads and full sign-ups1
in the first month of airing the ad.
1 Data reported by client. To be considered a successful sign-up, users must download the app, then register: i.e. enter their name, email, phone and credit card information.
ecoRIDES is at the centre stage of a green revolution in transportation. They inspire the community with their motto: “Our Mission, Zero Emission”
Bottomline and other benefits
At the time of writing, the minimum ride fare is set at $25, but the average fare amount based on the distance that each passenger needs to cover is in fact closer to $100.
Every app full sign-up with a credit card number attached to a user profile means more revenue for the tech-based transportation company.
17 of the 39 (43 %) users sign-ups attributable to the first month of the Spotify campaign have used the company’s service at least once within the first 6 months of creating their account.
- 6 users (15 %) have used the service twice
- 3 users (8 %) have used the service between 4 and 7 times
Return on investment (ROI)
When comparing the average lifetime value (LTV) of customers using our client’s service compared to investing in Spotify ads that AirTraffic developed, the upfront cost makes it an absolute no-brainer to continue creating engaging audio ad campaigns with AirTraffic.
Using LTV data made available by ecoRIDES and comparing it to the cost of customer acquisition (CAC) of this first campaign, we found that the potential ROI is a staggering 3.35 fold.
Other key benefits from Spotify campaigns for ecoRIDES
- a growing number of app downloads, user profiles created turning into customers
- as a result of leads converting to registered users, the company has a growing email list which is easy to market to with subsequent email campaigns
- the Spotify ad campaign is directing the traffic that heard the ad to the landing page AirTraffic created, which helps to capture high-quality data with the Google Analytics and Facebook Pixel tracking code snippets. This data allows our client creating retargeting campaigns with Facebook and Google to warm traffic/high-quality leads
Contact information
If you are interested in getting staggering results using audio ad campaigns for your business, small, medium or large enterprise, or organisation, AirTraffic is the only expert consultancy agency offering done-for-you Spotify ad campaigns solutions.
Our services also extend beyond publishing your ads on Spotify.
Ask about our other audio ad publishers.
Contact:
Charles Paquin
Head Consultant
info@airtraffic.me