Blue entered one of the most competitive ride-hailing markets in Europe, where two dominant players controlled 95% of the market. The goal was to acquire users and gain initial traction despite:
To succeed, Blue needed a strategy for profitable user acquisition, frictionless onboarding, and repeatable systems that could scale to new cities.
A high-efficiency channel mix was established, combining Apple Search Ads, Meta, and Google. Budgets were allocated strictly based on performance data, and top creatives were promoted while poor performers were cut quickly.
To keep CPI low over 12 months, a content engine was developed to test new value propositions and scale winning USPs. This enabled Blue to continuously refresh creatives, prevent fatigue, and maintain performance even during retargeting.
Many users downloaded the app but didn’t complete a ride. Personalized retargeting and activation flows were launched to boost conversions through focused offers and incentives.
Aggressive performance marketing, ASO improvements, and retargeting built a strong, scalable user base.
Despite rapid scaling, cost per install remained stable through continuous creative testing and iteration.
First-trip conversion rates rose through targeted offers and improved post-install journeys.
Constantly refreshing USPs and messaging helped maintain low CPIs.
Campaigns focused on first bookings turned installs into real value.
With the right processes, scaling city by city became repeatable and reliable.
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