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2019 BRONZE SPECIALITY/SEASONAL MARKETING RUSSIAN FEDERATION
Year in review: Yandex.Taxi personal statistics 2018
RAN IN: Russia
Audience: The audience is vast because ridesharing is for everyone. The core audience is millennials, people who treat taxis as regular transportation. These are men and women between the ages of 25-34 with average or above-average income. Millennials use taxis more than anyone else leading up to the New Year. They value usability, ride comfort, safety, a positive emotional connection with the product, a personalized brand approach, and a brand’s credibility.
Objectives: Loyalty – prevent a decrease in our NPS of 36 points in what we identify as a declining market. Reach – touch 55% of the application’s audience between December 25-31 (according to Yandex.Metrics). Virality – the brand advertised on VKontakte and various Telegram channels. Based on the budget and coverage, Yandex.Taxi planned KPI for the total coverage of 1.32 million users. The project mechanics assumed the opportunity to share a post in social media, KPI by indicator - 10%. Yandex.Taxi didn’t set goals for revenue, but planned to compensate production and promotion costs (about 2.5 million rubles).
Language: English, Russian