Careem

INTRODUCTION:
Careem, a pioneering tech company in the Middle East, is dedicated to simplifying and enhancing people’s lives across the region. With its innovative Super App, Careem offers a seamless platform for transportation, food and grocery delivery, payment management, and more. Since its inception in 2012, Careem has been committed to its purpose of creating earnings opportunities for millions of Captains, serving over 50 million customers, and fostering a thriving ecosystem for talent and entrepreneurship. Following its acquisition by Uber in 2019 for USD 3.1 billion, Careem has strengthened its position as the leading tech unicorn in the Middle East, poised for further growth and innovation.

CHALLENGE:
In the bustling city of Dubai, Careem faced the challenge of expanding its user base and driving first purchases on its Super App. To achieve over 5000 new user transactions, Careem sought to optimize its Cost Per Acquisition (CPA) model while targeting the diverse and dynamic population of Dubai.

SOLUTION: Careem devised a strategic approach to address the unique challenges of the Dubai market and drive new users’ first purchases:

1. Targeted Marketing: Leveraging advanced data analytics and market insights, Careem refined its targeting strategies to reach potential users in Dubai who were most likely to engage with the Super App and make their first purchase.
2. Personalized Messaging: Tailored ad creatives and messaging were developed to resonate with Dubai’s diverse population, emphasizing the convenience, reliability, and variety of services offered by the Careem Super App.
3. Optimized Campaign Management: Implementing a CPA model enabled Careem to optimize its advertising spend, ensuring cost efficiency and maximizing return on investment (ROI) by paying only for successful new user acquisitions.
4. Collaboration with MMP: Partnering with Adjust as the Mobile Measurement Partner (MMP) facilitated accurate tracking and attribution of new user transactions, enabling real-time performance optimization and data-driven decision-making.

RESULTS:
The strategic campaign implementation yielded impressive results, exceeding Careem’s expectations and demonstrating the effectiveness of its approach:

• Achieved Target: Careem successfully acquired over 5000 new users who made their first purchase on the Super App, surpassing the initial volume goal set for the campaign.
• Cost Efficiency: The CPA model proved to be highly cost-effective, optimizing advertising spend and reducing acquisition costs while maintaining a high volume of new user transactions.
• Enhanced Engagement: The personalized messaging and seamless user experience contributed to increased engagement and retention among new users, laying a solid foundation for continued growth and user loyalty.

Additionally, in the first month, the NU acquisition rate was 10%, which subsequently increased to 28%. Furthermore, Careem targeted both Android and iOS users, with iOS NU acquisition at 70% and Android at 30%.

CONCLUSION:
Through strategic targeting, personalized messaging, and optimized campaign management, Careem effectively drove new users’ first purchases on its Super App in the vibrant city of Dubai. The results not only demonstrate Careem’s commitment to innovation and customer-centricity but also signify the immense growth potential of the Super App in key markets across the Middle East. With strategic partnerships and a relentless focus on customer value, Careem is poised to continue its journey toward redefining urban mobility and enhancing the lives of millions across the region.