Scope & Goals

The project involved a social media launch campaign strategy with a main focus on conversion and loyalty. Other goals were to establish and launch Aimo as a brand, capture relevant target groups based on interest and behavior, drive app installs, and nurture loyal users. Together, we set an ambitious goal of 20,000 app installs in three months.

Method

• Full-funnel social media strategy

• Hypothesis modeling

• Concept & content production

• Audience segmentation and scalability

• Media planning and paid ads

• A/B testing and optimization

• Measurement

• Benchmarking for user and business insights

Launch Strategy

To build a solid communication strategy, our first step was to analyze competitors and potential audiences in inner-city Stockholm as well as the suburbs. This analysis shaped our strategy, giving us a clear content and distribution plan for each audience segment. While the goal was the same for everyone (building brand awareness, consideration, and maximizing app usage), the messaging was tailored to feel unique to each group's lifestyle and behavior.

The Customer Journey

Based on Aimo’s brand concept "gets you there," we created ads across four focus areas to grab attention, build awareness, and encourage frequent use. During the launch campaign, Stockholm residents saw ads that creatively paired Aimo's car features with relevant keywords to build the right associations. The awareness ads aimed to position Aimo as "Stockholm's first electric car-sharing service," using visuals of the car's exterior and iconic Stockholm landmarks. Further down the funnel, our ads focused closely on target group behavior—meaning each group received tailored ads matching their unique lifestyle choices.

Distribution

The distribution plan consisted of three phases: pre-launch, launch, and post-launch. The pre-launch focused on building awareness and gathering audience data for the launch. The main launch campaign aimed to establish broad awareness of Aimo and its service in Stockholm. We split the core audience into three categories: competitors, demographics, and lifestyle, and ran A/B tests comparing rational and emotional appeals. On top of that, we re-engaged warm audiences (those who downloaded the app but hadn't registered or used the service) with dynamic product ads (DPA). This let us target highly relevant users at every step of the funnel.