VOI

ABOUT VOI

Voi is a multimodal micro mobility provider operating across Europe.

In collaboration with towns and cities they offer their riders e-scooters and e-bikes in +100 different cities across Europe. Voi service provides people with a greener way to move around efficiently and at the same time reduce traffic jams, air pollution and noise in all our markets.

Through innovation and technology Voi makes it possible for people to move around in a way that fits them. 

The task

Voi Scooters are available to users for rent in 11 European countries where potential customers speak 8 different languages. Until Voi management started working with the Engine, Digital Marketing as a function had not yielded a positive ROI and the management had lost faith in the operation as a whole. Restoring the faith of Voi management team was at the core of the work cut out for The Engine.

The approach

Data Analysis was the first step in the process. By analyzing unattributed data provided by the client as well as insights from past campaigns, we generated a segment of users in the later stages of the funnel who hadn’t completed it. This allowed us to drive a high volume of first purchases. 

Within the first weeks of running the campaign, we were able to exceed the exploration KPI, generating CPA 19% lower than the target. During the second month of running the campaigns, we were able to exceed the aggressive KPI, generating conversions at 19% lower than the target CPA.

Results

The Engine managed to drastically increase conversions (CNVR = App download + unlock first ride), lower Cost per Conversion (CAC) and instilled faith in this function from Voi management.

Tags

The Goals:

• • Yield ROI in digital marketing
  • Restore faith in the process
  • Localize copy and digital content for multiple marketing channels