GetGo

The Objective

GetGo, Singapore's largest carsharing service, is on a mission to empower Singaporeans with the freedom to drive via accessible, affordable, and convenient vehicle solutions.

While GetGo continued to see steady growth in sign-ups since its launch in 2020, the company wanted to further establish itself as a household name. In particular, GetGo identified Millennials and Gen-Z drivers as key target audiences, given their preference for sharing-economy platforms and desire for convenient travel without the financial burden of car ownership.

GetGo also wanted to find new and compelling ways to showcase how their carsharing solutions integrate convenience and comfort into different lifestyles by sharing real-life customer experiences with a wider audience.

The Solution

Putting a unique spin on their TikTok videos to showcase the joys of carsharing in everyday life

Upon joining TikTok in 2021, the GetGo team experimented with different content formats and themes, taking inspiration from – and putting their own special twist on – the variety of trends, challenges, and sound bites available on the platform. These videos, from pranks and dances to office tours, drew new audiences and loyal followers to their account. Moreover, these lighthearted videos also made topics like personal finance (e.g. how carsharing can be a cheaper alternative to car ownership) engaging and easy to digest for everyone.

The TikTok community's love and appreciation for authenticity also complemented GetGo's desire to showcase real stories and customer experiences. This included videos featuring prominent and beloved content creators visiting the unique sights and sounds of Singapore with their loved ones – ranging from impromptu road trips to visits to animal cafés. Other videos illustrated how their cars were able to help people navigate tricky situations like driving during heavy rain and traversing through multi-storey carparks with ease.

GetGo further elevated both owned and user-generated videos with the help of TikTok for Business Spark Ads, especially during their App Install Campaign to increase sign-ups. This campaign enabled GetGo to amplify the sharing of organic and commissioned videos published on their channel and creators' profiles onto the feeds of many users, drastically increasing their content reach and improving conversion rates.

The Result

Charting concrete roadmaps to become a household name in Singapore

In under 3 months, GetGo quickly grew its following by over 15%. Engagement with customers also reached unprecedented levels, with some videos achieving engagement rates of up to 13%. Collaborations with creators were also a big part of their success, with videos like a heartwarming one of local creator Ian Jeevan taking his grandmother out for a fun day out with GetGo, which reached over 116K views. As a result of GetGo's continued engagement efforts, their total views for #GetGoSG have grown to over 4.2M and counting.

The interaction garnered on TikTok – especially during their App Install Campaign – fuelled a wave of new engagement, with video impressions seeing more than 660% growth within a year (from January 2022 to January 2023). Notably, during the Lunar New Year period in 2023, GetGo saw a surge in results, with conversion rates increasing by 5.5%.