VOI: Superare la tempesta. Garantire la redditività delle startup in un periodo di recessione
Voi faced the challenges of operating in an emerging market amidst economic uncertainty. Teaming up with Precis, Voi aimed to fortify its digital maturity, ensuring profitable growth in the face of economic instability.
20%
YoY increase in first rides
20%
YoY increase in first rides
23%
YoY increase of instals to first rides
23%
YoY increase of instals to first rides
0%
YoY increase in customer acquisition costs
0%
YoY increase in customer acquisition costs
In just two years since its establishment in 2018, Voi, the electric scooter and e-bike rental app, faced the challenges of operating in an emerging market amidst economic uncertainty. Teaming up with Precis, Voi aimed to fortify its digital maturity, ensuring profitable growth in the face of economic instability.
The primary goal was to build a scalable marketing setup that empowered Voi’s in-house team to drive profitable growth, whilst remaining agile in a rapidly changing market.
1. Enhanced KPI mapping and measurement setup
Mapped out comprehensive KPIs for channels and key initiatives to understand not just the quantity but also the type of users acquired. By focusing on blended KPIs, we provided a more accurate representation of performance and an understanding of incrementality. Our tech stack allowed us to run advanced analyses of the effectiveness of our marketing activities and adjust the strategy accordingly.
2. Efficient media buying
Developed a full-funnel media plan, focusing on acquiring the most valuable customers both short and long term. We also used tailored bidding models developed specifically for Voi (e.g., for Apple Search Ads) to ensure optimisation to the right metric in real-time. Continuous testing (e.g., of new channels) and evaluating incrementality (e.g., through assessing cannibalisation) were key for us to continue evolving the strategy.
3. Securing holistic brand experience
Aligned messaging and brand presence across owned, earned, and paid media, as well as optimised creative strategy and messaging. This integrated approach helped us maximise the impact of media investment both short- and long-term.
"Quando abbiamo trovato Precis, sapevamo di aver trovato il nostro sportello unico per tutte le nostre esigenze. Insieme a loro, siamo riusciti a guidare la crescita digitale e a prendere decisioni strategiche ben informate".
Caroline Hjelm
Responsabile marketing
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