Growth Marketing Campaign
For DiDi's English Version
The growth marketing campaign combine with two experiential events successfully generated a three times increase in new sign-ups for DiDi's English version.
- Always research and know well about your target audience and their preference.
- Understand how to reach your audience more precisely and effectively.
- Flexibility in adapting engagement approaches to the actual situation of the event
Situation
DiDi, a leading car-hailing platform in China, launched its English version targeting many foreigners living in the country’s major cities. After the initial product introduction phase, the company's objective was to gain a larger user base and expand brand visibility.
Task
Our initial challenge was finding the most effective way to reach this target group. As expatriates, their media consumption habits could differ significantly from those of local individuals.
The second challenge was to understand the interests and daily activities of our target audience better. Concentrating on these aspects would assist us in identifying which marketing events would be the most appealing to them.
Action
We decided to initiate the campaign with an offline survey that aimed to understand the daily media consumption and entertainment preferences of our target audience. Through these surveys and conversations, we were able to identify a number of media channels popular among foreign users. This enabled us to build successful relationships with them, culminating in two successful offline themed events in Beijing and Shanghai. The media channels included City Weekend, GuideinChina, The Beijinger, etc.
The events were centered around Halloween and Family Day, featuring various game sessions such as raffles, children's flying chess, redeemable game points, etc. These elements were designed to enhance the participant's sense of involvement and achievement, which in turn strengthened their impression and preference for DiDi as their regular ride option. It also served to encourage user registration and app download, facilitating user conversions.
Result
Following the combination of our online advertising efforts and experiential events, we succeeded in helping our clients triple their new user registrations. We gained significant brand exposure opportunities during the events that saw the highest participation rate among foreign users. This not only strengthened the brand image, but also accumulated positive sentiment from the users, laying a solid foundation for continuous user growth in the future.
