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How Blablacar Rebranded While Maintaining Top Performance

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Mobile Spree Berlin 2018: Laura Veuillez, Marketing Manager France, BlaBlaCar.

When BlaBlaCar rebranded early this year, one of the objectives was to appeal to a less price-sensitive audience. In order to be aligned with the new brand identity and tone of voice, this meant they had to change everything from the way they speak to prospects to new performance marketing templates, all while maintaining the same level of performance as before.

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How Blablacar Rebranded While Maintaining Top Performance

  1. 1. Laura Veuillez Marketing Manager France 7 June 2018
  2. 2. How BlaBlaCar rebranded while maintaining top performance
  3. 3. Today’s agenda Context on our rebranding The performance task force mission 5 learnings from this transition
  4. 4. Context on our rebranding
  5. 5. Our marketing
  6. 6. 100€ 25€ 25€ 25€ 100€ 25€
  7. 7. Campaigns focusing on education and savings TV ad
  8. 8. Helping us convince 60 million members 1.5 million joining each month
  9. 9. The new BlaBlaCar
  10. 10. social travel Human connections
  11. 11. social travel Human connections
  12. 12. See them 60% more often Travel to see loved ones 80%
  13. 13. 50% in the car than in their lives More diversity
  14. 14. Enriching 87% exchanges
  15. 15. travelsocial Human connections
  16. 16. 38,000 Departing points across France on a typical peak weekend
  17. 17. City to city travellers ... Paris Lyon
  18. 18. City to city travellers don’t live in city centres Evry Paris Lyon Chalon-sur-Saône
  19. 19. City to city travellers don’t live in city centres Evry Paris Lyon Chalon-sur-Saône Objective : Bring the liquidity of a Paris-Lyon to all the towns along the way thanks to our product evolution
  20. 20. Unlocking Human connections
  21. 21. Open world of travel. Human connections. Convenience.
  22. 22. The performance task force mission
  23. 23. Transitioning marketing performance templates
  24. 24. Problematic : going from left to right without altering performances
  25. 25. 5 learnings from this transition
  26. 26. 1- Better together
  27. 27. Charlene Designer Cross-functional team Bob Facebook expert Becky Copywriter Laura Project Manager
  28. 28. 2- Narrow initial scope
  29. 29. Multiple channels Multiple countries Multiple templates
  30. 30. B C B C B C B C B C B C
  31. 31. 3- Have a middle step
  32. 32. 4- Get out of your comfort zone
  33. 33. Our typical ad Static Imagery linked to BlaBlaCar Explicit about savings
  34. 34. Our typical ad New test Static Background linked to BlaBlaCar Explicit about savings Video Neutral background Implicit about savings
  35. 35. 5- Look for signals
  36. 36. If you have a strong assumption, look for signals
  37. 37. If you have a strong assumption, look for signals Test dynamic Time Budget Micro conversion (CTR) 3 days 300€ End conversion (New driver) 15 days 1500€
  38. 38. 4 3 2 1 Better together Narrow the scope Have a middle step 5 Recap Get out of your comfort zone Look for signals

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