Škoda's e-scooter rental brand BeRider lowers CPI by 80% on Social with WeatherAds
BeRider is an electric scooter ride-sharing company headquartered in the Czech capital of Prague. They are part of ŠKODA AUTO DigiLab, ŠKODA’s newly established innovations hub. By downloading the BeRider mobile app, users can access the fleet of BeRider rental scooters, geo-locate and reserve nearby scooters, and seamlessly pay for their trip.
Having analyzed usage and app engagement data, BeRider realized that their business is deeply impacted by on-the-ground weather conditions. “Our service is super weather dependent as only a handful of our users are comfortable riding a scooter in the rain or even snow. We know that if it is sunny and warm outside, more people are downloading our app and vice versa” explained Thomas, Performance Marketing Specialist at BeRider.
The digital marketing team at BeRider sought to leverage these insights to improve campaign performance on paid Social via more targeted ad creative and messaging. The idea was to utilize real-time weather conditions to enable real-time personalization of ads promoting the BeRider app.
The objective was to drive app installs on paid social via a Facebook and Instagram App Install Campaign, whilst simultaneously reducing Cost per Install (CPI) as much as possible.
Strategy & Execution
4 ad sets were created in Facebook (Sunny, Cold, Rainy/Snowy and Default) with different copy and daily budgets. An automation was then built in WeatherAds, with conditional weather rules applied at the ad set level to activate or pause the ad sets based on real-time weather signals.
The logic meant that only one ad set would ever be active at any moment, depending on the local weather conditions. If none of the 3 weather scenarios were met, then the default ad set would activate as the 'fall-back' option.
The WeatherAds campaign was a tremendous success – reducing Cost per Install (CPI) by more than 80%.
“Your product enabled us to set up custom conditions for our user acquisition campaigns. This meant that we could change the creative, copy or even the daily budget based on the current weather. Best of all, all this was done automatically once we connected our campaign to the custom conditions we made. “
- Thomas, Performance Marketing Specialist at BeRider