Multichannel Marketing
Romain Fau
Country Manager
France & Benelux
@BlaBlaCar_FR
25€ 25€
100€
25€ 25€
Trusted
Community
Travel
Search
People Powered Travel
20 M
15 M
10 M
5 M
2009 2010 2011 2012 2013 2014 2015
20 million
members in April 2015
A Fast Growing Community
...in 19 Countries
NEW
IN 2015
India
Mexico
Eastern Europe
Hungary
Romania
Serbia
Croatia
2013 2014 20152012
Online
Facebook
Twitter
Urban
Metro
Bus Stops
TV 1.0
TV 2.0
&
YouTube
+ + +
Evolving Marketing Channels
2012: Static Online Only
Adwords
2013: Added Offline - Urban
TV 1.0
11 weeks
3 formats (11”, 12”, 20”)
Driver & Passenger
Desktop: Jun-Jul
Mobile: Sept-Oct
Educate
Drive to Action
Brand Recognition
January February March April May June July August September October
TV Incremental Signup Calculations
Calc 2014
Un paid S...
TV Incremental Signup Calculations
Calc 2014
Un paid SU 2014
Unpaid SU 2013
January February March April May June July Aug...
TV 2.0
2X 2014 Budget
Added Emotion
Mobile Only
Driver & Passenger
Price & Loneliness
6 sec sponsorships
Stay
for the
SHARING
80%
“more
affordable”
54%
“more
mobile”
97%
“Ridesharing makes for an
enjoyable ride”
Love
for the
FR...
Price
vs.
Loneliness
Real Time Analysis/Changes
Peak Threshold
Noise Floor
Exact Broadcast Time Number of Visits attributed
Thanks!
Follow us!
@BlaBlaCar_FR
[HUBDAY] Blablacar - Le service, nouvelle killer app des marques innovantes.
[HUBDAY] Blablacar - Le service, nouvelle killer app des marques innovantes.
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[HUBDAY] Blablacar - Le service, nouvelle killer app des marques innovantes.

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Blablacar - Le service, nouvelle killer app des marques innovantes. Support présenté dans le cadre de la conférence HUBDAY Future of Video & Digital Creativity du 2 juillet, organisée par le HUB Institute.

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[HUBDAY] Blablacar - Le service, nouvelle killer app des marques innovantes.

  1. 1. Multichannel Marketing Romain Fau Country Manager France & Benelux @BlaBlaCar_FR
  2. 2. 25€ 25€ 100€ 25€ 25€
  3. 3. Trusted Community Travel Search People Powered Travel
  4. 4. 20 M 15 M 10 M 5 M 2009 2010 2011 2012 2013 2014 2015 20 million members in April 2015 A Fast Growing Community
  5. 5. ...in 19 Countries NEW IN 2015 India Mexico Eastern Europe Hungary Romania Serbia Croatia
  6. 6. 2013 2014 20152012 Online Facebook Twitter Urban Metro Bus Stops TV 1.0 TV 2.0 & YouTube + + + Evolving Marketing Channels
  7. 7. 2012: Static Online Only Adwords
  8. 8. 2013: Added Offline - Urban
  9. 9. TV 1.0 11 weeks 3 formats (11”, 12”, 20”) Driver & Passenger Desktop: Jun-Jul Mobile: Sept-Oct
  10. 10. Educate Drive to Action Brand Recognition
  11. 11. January February March April May June July August September October TV Incremental Signup Calculations Calc 2014 Un paid SU 2014 Unpaid SU 2013
  12. 12. TV Incremental Signup Calculations Calc 2014 Un paid SU 2014 Unpaid SU 2013 January February March April May June July August September October
  13. 13. TV 2.0 2X 2014 Budget Added Emotion Mobile Only Driver & Passenger Price & Loneliness 6 sec sponsorships
  14. 14. Stay for the SHARING 80% “more affordable” 54% “more mobile” 97% “Ridesharing makes for an enjoyable ride” Love for the FREEDOM Join for the SAVING
  15. 15. Price vs. Loneliness
  16. 16. Real Time Analysis/Changes Peak Threshold Noise Floor Exact Broadcast Time Number of Visits attributed
  17. 17. Thanks! Follow us! @BlaBlaCar_FR

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