Case Study

Three ways Lyft picks up riders in new markets with Twitter

Key results

The opportunity

Ridesharing company Lyft () was seeking cost-efficient channels to acquire new riders at scale.

The strategy

As the company expanded into new markets,  turned to Twitter’s mobile app promotion suite to drive demand in new cities and retain high-quality users. The campaigns were built to target specific audiences, such as foodies or tech enthusiasts, using Twitter’s unique targeting features including and keyword. Ad creative and Promoted Tweet copy were crafted specifically for each audience segment.

Tailor creative and Tweet copy for each audience.

In one example, campaigns used targeting to reach food-loving followers of accounts including , , , and . The Tweet copy was tailored to show the value of the service for food lovers, and the images visually communicated the ease of booking a ride with , further encouraging users to install the app. The Image App Card brought users directly from their timelines to the App Store or Play Store to install.

“We saw high conversion rates from campaigns that paired relevant ad creative and targeting features,” says David Mausolf, senior online marketing manager at Lyft. “This led us to further diversify our campaigns based on the city and target audience.”

Offer a time-based discount. 

To incentivise users to install the app when they saw the ad,  included free credit promotions that expired after a certain time period, driving a sense of urgency with the user.

“It’s a highly competitive market, and with Twitter, we can use Promoted Tweets to extend an offer to take the first few rides on us,” Mausolf says. “Once they’ve taken the first ride, they’re more likely to become a regular user of our app, which is our key objective.”

Captivate your prospective app users with video creative.

Earlier this year,  introduced video creative to the mix. The Video App Card autoplays in timelines, bringing the ridesharing app to life for Twitter users.

“Video App Cards are a great way for us to catch the attention of mobile users as they’re scrolling through their timelines,” Mausolf says. “The autoplay video is immersive and gives us the opportunity to show a preview of the app experience to encourage installs.”

The success

 achieved both volume and scale, acquiring a mass of new users that beat its CPA goal by 10-15% on average. Overall, Twitter proved to be the company’s top social channel for acquisition, with up to three times the performance of other channels.

“Twitter has been one of our greatest success stories at Lyft,” Mausolf says. “Twitter has been a partner that can drive volumes at an efficient rate. On the flip side, it can be a platform where you go for targeted ads, and get users that have a better chance of having a high lifetime value. I think it’s unique to have a platform that can do either–or. Usually it’s one or the other.”

Over the past year, Twitter has become our go-to channel for social media marketing. We’ve seen tremendous results with up to 3x better performance than other media channels... Our results prove that we’re reaching the right user at the right time with the message that will resonate most with that individual.

David Mausolf () Senior Online Marketing Manager, Lyft

Solutions used

Mobile app growth

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Creative Canvas

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