Scope & Objectives

The project focused on a launch campaign strategy on social media, primarily aimed at conversion and loyalty. Additional goals included establishing and launching Aimo as a brand, capturing relevant audience groups based on interest and behavior, driving app installations, and fostering loyal users. We ambitiously set a target of 20,000 app installations within three months.

Key Metrics

• 80,000+ app installations

• 175,000+ completed car trips

• A reduction in app download cost by -93.5%

Success & Execution

Method

• Full-funnel social media strategy

• Hypothesis modeling

• Concept & content production

• Audience segmentation and scalability

• Media planning and paid advertising

• A/B testing and optimization

• Measurement

• Benchmarking for user and business insights

Launch Strategy

To craft a robust communication strategy, our first step was analyzing competitors and potential audiences both within central Stockholm and nearby suburbs. The strategy was developed through analysis, which included a detailed content and distribution plan for each audience segment. While the goal was consistent across all segments (creating brand awareness, service consideration, and maximizing app usage), Aimo's message was tailored uniquely depending on lifestyle and behavior.

Customer Journey

Based on Aimo's brand concept "gets you there," we created and produced ads tailored to our four focus areas, aiming to capture attention, build awareness, and encourage frequent service use. Throughout the launch campaign, our ads reached Stockholm residents through a creative combination of Aimo's car information paired with relevant keywords to establish correct associations. The goal of these brand awareness ads was to put Aimo on the map as "Stockholm's first electric car pool," using visual connections to the car's exterior and Stockholm's landmarks. As we moved down the funnel, following ads focused strictly on audience behavior. This meant each audience received tailored ads based on their unique behaviors and lifestyle choices.

Distribution

The distribution plan included three campaigns: pre-launch, launch, and post-launch. The pre-launch aimed to build brand awareness and collect data about our audiences for use during the launch campaign. The launch campaigned aimed to establish broad brand awareness for Aimo and its service in Stockholm. The core audience was divided into three categories: competitors, demographics, and lifestyle. Along with these segmented core audiences, we conducted A/B split tests between rational and emotional values. Additionally, we targeted the engaged audience (those who downloaded the app but hadn't registered or used the service) by showing them dynamic product ads (DPA), allowing us to target people finely at every stage of the sales funnel.