Increasing the supply in the car-pooling business
Our client, a French leader in carpooling, is seeking to recruit new drivers. Over the past few years, the market has been hit by various crises such as COVID-19 and the oil crisis, which have significantly affected our client's objectives.
What we did
Challenge
Optimise BlaBlaCar's marketing strategy to increase overall platform bookings and recruit new drivers to meet seasonal demand
Account for significant macroeconomic events, Covid-19 and Oil Supply, that have heavily impacted our clients operations
Our approach
A 360 degree MMM approach that allows measurement of different external factors, Covid-19 and Oil Crisis, whilst isolating the performance of historial marketing campaigns
Modeling three years of historical data to ensure robust measurement of levers
Development of marketing optimization strategies through the simulation of various media investment scenarios (online and offline).
Outcome
Optimization of branding investments: cost savings on the project (around €850k)
Increasing new driver recruitment by 30% during peak season.
