Slashed Cost Per Driver Acquisition from $45 to $10 for Play Octopus A T-Mobile Company
Summary
Revolutionizing Rideshare Engagement with Play Octopus
Play Octopus, a T-Mobile subsidiary, enhances rideshare experiences by equipping Uber and Lyft drivers with free interactive tablets. These tablets deliver games, prizes, and ads, boosting driver earnings and passenger satisfaction. They entrusted us to optimize their driver acquisition strategy across the US, aiming to reduce costs while scaling operations.
Challenge
Tackling High Acquisition Costs in Rideshare
In a competitive rideshare market, Play Octopus faced high costs to onboard new drivers. The challenge was to lower their cost per driver acquisition from $45 to a more sustainable $10, using creative ad strategies. We leveraged creative testing to drive efficiency, scaling their network.
Solution
Optimizing Acquisition with Targeted Creatives
We designed a campaign testing various creative variants, including driver testimonials and carousel ads, to attract top-tier drivers. Focusing on engagement, we refined targeting to highlight earning potential and passenger benefits, significantly reducing acquisition costs while expanding their driver base across the US.
Execution
Creative Strategies That Delivered
Our approach featured authentic driver testimonials and dynamic carousel ads, showcasing the $100 monthly earning potential and improved ratings. Rigorous A/B testing identified high-performing creatives, driving a substantial drop in acquisition costs and supporting operational growth.
Results
Results That Transformed Operations
Through our efforts, Play Octopus reduced their cost per driver acquisition from $45 to $10, a remarkable efficiency gain. This allowed them to scale operations significantly, onboarding more drivers to their network of over 75,000, enhancing rideshare experiences nationwide under T-Mobile’s support.
Takeaways
Keys to Acquisition Success
Driver testimonials built trust, while carousel ads maximized engagement. Strategic testing cut costs effectively. We proved targeted creatives can revolutionize driver acquisition for Play Octopus.
