Ride-Hailing – OEMAD – Exclusive ML-powered OEM traffic source.

Scaling to new countries

Accelerating Expansion and Triumph in Ride-Hailing User Acquisition

DATE

2022 - 2025

GEO

Worldwide

Campaigns Results

1 mln

New Users Acquired.

85%

Conversion Rate to Registration (Remarkable for Emerging Markets).

25%

Conversion Rate to Passenger.

The Challenge

Our client, a global ride-hailing application, has embarked on a strategic expansion into competitive markets in Southeast Asia (SEA) and Latin America (LATAM). This expansion came with a set of complex challenges:

- Finding a New Traffic Source
The client needed a reliable complement to traditional user acquisition (UA) channels to successfully enter the LATAM and SEA markets.

- Scaling User Acquisition
It was crucial to intensify UA campaigns to outpace competitors and quickly establish a strong market position.

- Achieving Key KPIs
Success in new markets required:
Registration conversion rate (CR) above 70%
Passenger conversion rate (CR) above 17%

- Cost Efficiency
A key challenge was achieving the target Cost Per Install (CPI) without compromising user quality.

- Ensuring Volume
The client needed to attract new users daily while ensuring optimal resource allocation for drivers.

- Unified Management of OEM Sources
For stable growth, centralized coordination of OEM sources alongside other advertising channels was required.

Solution

Synchronized User Acquisition (UA) with the client's internal UA department.
Preliminary Testing: launch pilot tests on various OEM sources to assess their compliance with the client's requirements.
Deploy oemad.UNIQUE and oemad.DSP for a fast launch in the target cities and countries.
Prepare materials and advertising campaigns a month in advance to synchronize driver and passenger acquisition.

Result

The campaign delivered outstanding results:

- Expansion into New Markets:
The client’s application successfully entered and established itself in the Southeast Asian (SEA) and Latin American (LATAM) markets, ensuring a strong presence in new regions.

- KPI Excellence:
Both strict and flexible KPIs, including registration conversion rate (CR) and passenger conversion rate (CR), were not only met but exceeded.

- Efficient Growth at Optimal Costs:
The target CPI was achieved while maintaining the required daily user acquisition volume, ensuring audience quality and cost efficiency.

- Competitive Advantage in Ride-Hailing:
In the fast-paced ride-hailing industry, our OEM-driven user acquisition strategy not only accelerated market entry but also provided a unique competitive edge.