Re-Engagement Strategies in the Transportation App Vertical

Episode #14 of the Mass Appeal podcast

In this episode of the Mass Appeal podcast, our host Tommy sits down with Bruno Romão Rodrigues, the Regional Digital Marketing Lead at FREENOW. Bruno, who has been driving digital marketing for companies across Brazil, Southeast Asia, and Germany, shares his expertise on re-engagement strategies in the highly competitive ride-hailing market.

Bruno discusses FREENOW’s approach to keeping users engaged amid stiff competition from giants like Uber. At the heart of it are data-driven strategies and user feedback, which help segment audiences and tailor re-engagement campaigns. By understanding user needs and behaviors, FREENOW crafts personalized messages that highlight what clients find most important: safety, reliability, and convenience.

Addressing the complexities of re-engagement, like creative testing and understanding local market nuances, Bruno explains how FREE NOW effectively reaches users. Among the traditional paid campaigns, emails, and in-app notifications, there are less common approaches that Bruno shares exclusively on Mass Appeal.

What’s the Topic?

Don’t miss out on learning about:

• Approaching engagement and the importance of focusing on engagement as a strategy
• Developing your audience clusters
• Communicating with customers to re-engage them with your app
• Measuring incremental uplift 
• Challenges working with different platforms that have different methodologies for measuring incrementality

What to Listen Out for

• 2:14 Bruno’s background
• 8:10 Bruno’s approach to engagement 
• 9:45 Developing audience clusters
• 11:38 Re-engagement communication tactics
• 13:30 How FREENOW approaches incrementality
• 19:07 Extensive creative testing is key

Quote

“Creative strategy involves continually testing different messages for various audiences. Even if customer feedback from a particular market highlights that safety is important, conveying that message effectively to drive conversions is another challenge. This process relies heavily on large pools of data, making it a very exciting area to work in.”

– Bruno Romão Rodrigues, Regional Data Marketing Lead at FREENOW