Laura Veuillez presented on BlaBlaCar's rebranding while maintaining performance. The rebranding focused on positioning BlaBlaCar as social travel for human connections. A performance task force ensured a smooth transition with learnings like testing changes gradually, focusing initial efforts narrowly, and looking for signals when assumptions are challenged.

1. Laura Veuillez
Marketing Manager France
7 June 2018

2. How BlaBlaCar rebranded while
maintaining top performance

3. Today’s
agenda
Context on our rebranding
The performance task force mission
5 learnings from this transition

4. Context on our
rebranding

6. Our marketing

7. 100€ 25€ 25€ 25€
100€ 25€

8. Campaigns
focusing on
education and
savings
TV ad

9. Helping us convince 60 million members
1.5 million
joining each month

10. The new BlaBlaCar

12. social travel
Human connections

13. social travel
Human connections

14. See them
60%
more often
Travel to see
loved ones
80%

15. 50%
in the car than
in their lives
More diversity

16. Enriching
87%
exchanges

17. travelsocial
Human connections

18. 38,000
Departing points
across France
on a typical
peak weekend

20. City to city travellers
...
Paris
Lyon

21. City to city travellers
don’t live in city centres
Evry
Paris
Lyon
Chalon-sur-Saône

22. 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

23. Unlocking Human connections

24. Open world of travel.
Human connections.
Convenience.

25. The performance
task force mission

26. Transitioning marketing
performance templates

27. Problematic : going from left to right without altering performances

28. 5 learnings from
this transition

29. 1- Better together

30. Charlene
Designer
Cross-functional team
Bob
Facebook expert
Becky
Copywriter
Laura
Project Manager

31. 2- Narrow initial
scope

32. Multiple
channels
Multiple
countries
Multiple
templates

35. B
C
B
C
B
C
B
C
B
C
B
C

36. 3- Have a middle
step

40. 4- Get out of your
comfort zone

41. Our typical ad
Static
Imagery linked to BlaBlaCar
Explicit about savings

42. Our typical ad New test
Static
Background linked to BlaBlaCar
Explicit about savings
Video
Neutral background
Implicit about savings

43. 5- Look for signals

44. If you have a strong assumption, look for signals

45. 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€

46. 4
3
2
1 Better together
Narrow the scope
Have a middle step
5
Recap
Get out of your comfort zone
Look for signals