Gridwise Ads Case Study: Boosting Lifetime Value by Reaching High Quality Drivers

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“Gridwise is our go-to ad platform to engage rideshare drivers. There’s no question about it.” – Mark, Head of Growth at Driver

Overview

Driver is a hardware-free mobile app that allows users to video record their trips while receiving alerts when they are at risk of hitting another car or pedestrian, drifting out of their lane, falling asleep or getting too distracted – all for free.

This is an incredibly valuable tool for rideshare drivers as they need to be recording their trips to protect themselves in case of a car accident or incident with a passenger.

Problem

While everyone that drives should be using Driver, the app is an absolute must for consistent rideshare drivers, and Mark, Head of Growth at Driver, was doing everything he could to engage these active drivers. However, targeting and engaging top tier rideshare drivers in a comfortable virtual environment is no easy task.

Driver had been previously leveraging mediums like Facebook to reach drivers, but found that it was difficult to target drivers that are consistently out on the road. “Facebook did a solid job of driving installs for us, but not the type of daily active drivers that we were really looking for.” says Mark, Head of Driver Growth at Driver.

After being introduced to Gridwise through the TechStars network, Mark and the team at Driver began to explore ways that Gridwise could help Driver increase the number of active drivers in their installation base.

We’re only splitting our marketing dollars between two platforms right now. Gridwise to reach drivers, and Facebook for everyone else.” – Mark, Head of Growth at Driver

Approach

When you work with Gridwise, you’re not just buying an ad. You’re partnering with a team of digital marketers that are experts in engaging rideshare drivers that are dedicated to ensuring your campaigns success.

So after building an understanding about Driver’s product and needs, the Gridwise team built a multichannel marketing campaign designed to engage and nurture rideshare drivers to install and utilize Driver’s app.

Driver’s campaign kicked off with a dedicated blog post that was emailed to over 50,000 rideshare drivers across the United States. Not only did that blog result in a significant number of installations immediately, but the post remains at the top of search engine results which drives long term traffic.

The Gridwise team then worked closely with the team at Driver to build and rapidly test in-app banner and Card ads to engage rideshare drivers with a message that resonates.

While building and iterating on in-app ads, Gridwise and Driver also collaborated on a series of ad placements at the bottom of our “Driver Earnings Reports” which are sent to the most active drivers on a weekly basis.

Results

The team at Driver saw immediate results from working with a team experienced in engaging rideshare drivers. In the first month, not only did Gridwise drive more downloads at an acquisition cost that was comparable to Facebook, but drivers were also significantly more likely to become active users of Drivers app.

“Gridwise is our go-to ad platform to engage rideshare drivers. There’s no question about it.” says Mark. “We’re only splitting our marketing dollars between two platforms right now. Gridwise to reach drivers, and Facebook for everyone else.”

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