Bolt

The Objective 

Bolt is an innovative Estonian ride hailing company that operates in over 45 countries in Europe, Africa, Western Asia and Latin America and has over 100 million customers. Bolt has previously run TikTok campaigns with app promotion objectives, but for this round, the brand decided to focus on ride-hailing acquisition. Two cities, Paris and Berlin, were chosen due to high business priority and a big audience.

The Solution

With their content nailed, Bolt could focus on their Brandformance testing strategy with the goal of seeing the incremental performance benefits of having both Brand and Performance live at the same time. Bolt opted for a Reach objective for Brand and an App Install objective optimising towards the ‘Purchase’ event for Performance. Additionally, a retargeting campaign was included that targeted 2-second and above video viewers. Each stage could then be analysed – one month before the campaign for control, and during the month-long campaign for the test.

The Results

The Bolt campaign performed incredibly well during its month-long test. The brand saw a significant increase in Installs and First Time Rides causing an 18% decrease in cost per action acquisition and a 26% decrease in cost per install. Both France and Germany had strong incrementality and the retargeting of reach audiences saw improved performance versus BAU activity.  France specifically saw an incremental uplift of daily first time rides of 16% and an incremental payback of 3.8 months.