Careem (@careem) is a market-leading app-based car service that operates in more than 50 cities in the MENA (Middle East North Africa) region, as well as Pakistan. Customers can book a chauffeur-driven car on the Careem app.
@careem sought to increase bookings through its app, to increase its marketing ROI (return on investment), and to lower its CPI (cost per install).
@careem decided to try a new approach in its largest market, Saudi Arabia. There, @CareemKSA had already been running always-on app install and engagement campaigns on Twitter, to continuously drive people to download and book through its app.
@CareemKSA added First View to its Twitter marketing mix, running multiple First View campaigns in April 2017. On each First View day, @CareemKSA’s video was the first ad that users in Saudi Arabia saw in their timelines. The brand timed its First View days to cover the beginning and end of the month — in other words, pre- and post-payday. Meanwhile, in its mobile app campaign, @CareemKSA used retargeting to ensure its Tweets reached users who had seen its video, and therefore would be more likely to download the app.