Gig Car Share
Jump starting stalled customer acquisition with a strike team
- Technical Marketing Stack Audit
- Agency Audit
- Mobile Acquisition Test Plan & Execution
- Screening & Selection of FTE Hires
- Saved A3Ventures more than $200k in agency fees per year
- Took over Paid Social campaigns, delivering a 268% increase in new member sign-ups exceeding monthly goals
- Staffed team with the right experience to succeed
From speedy to sputtering
Gig Car Share is the first new product launch from A3Ventures, the innovation lab and capital investment arm of AAA Northern California, Nevada and Utah.
Gig launched with glossy branding and a sizable ad budget, which drove significant awareness and trial in the Oakland and Berkeley markets. However, over the following year, new app downloads began to fall and the three different digital agencies working on the project were unable to stem the decline. Enter EM.
Bringing in an expert strike team
We staffed Gig Car Share with a team of very experienced digital marketers, two with deep experience with mobile apps: two Senior Leads with mobile acquisition experience; one Senior Lead with digital agency management experience, and one Consultant with marketing technology experience.
Together they conducted audits, and evaluated contributions from existing agencies. They then devised a new, hyper targeted growth strategy and began an aggressive program of creative testing. We took over their paid social campaigns, which none of the incumbent agencies were equipped to run.
They also completely revamped the tech stack to deliver more robust tracking, and to streamline the onboarding process.
Accelerating back into the fast lane
Our marketers delivered a 286% increase in new member signups and saved A3Ventures more than $200k annually in agency fees. Various configurations of the strike team stuck around to execute paid social and other initiatives over a period of two years.