Cabify

The Objective

Cabify is a leading Iberoamerican Tech-Mobility brand. With the aim of making cities better places to live through mobility, Cabify has created a sustainable business model based on ethical principles and is already operating in more than 50 cities. Thanks to its vision of mobility as a driver of economic, social and environmental value, Cabify offers a superior quality experience through sustainable and efficient mobility alternatives that help transform cities.

Cabify's main business goal is to leverage its outstanding service to consolidate its presence in Spain and efficiently acquire new users in Latin American countries.

The Solution

To achieve these goals, TikTok was chosen as the strategic platform working on both app branding and performance strategies with the main objective of attracting new users to take their first trip using the app.

A TikTok Full-funnel strategy was activated, leveraging Reach and Video Views campaigns in the upper funnel stage, and activating performance campaigns to cover lower funnel objectives. The Pangle network was also activated to extend the reach of the campaigns and take advantage of the platform's format variety.

To measure the performance of the lower funnel campaigns, we activated a specific Conversion Lift Study for each country involved: a CLS makes it possible to quantify the incremental results generated by the campaign, using a scientific method that compares users exposed to the ads (test group) with those who were not exposed (control group), proving the causal effect.

The Results

The results of the studies exceeded expectations in all three analyzed markets:

• With statistically significant incremental results,Cabify was able to generate a relative lift in user registrations of +21.8% for Perú, +20.0% for Colombia, and +18,9% for Chile, through TikTok.

• The study also proved incrementality for the First Trip Completed by New Users event of +27.3% for Perú, +10.6% for Colombia, and +18.0% for Chile.

This success confirms their strategy for user acquisition in new markets, encouraging a test-and-learn approach based on incrementality to maximize results. As a matter of fact, the next step is to continue enhancing incrementality, focusing on specific strategies and optimizations that Cabify wants to test on the platform.