99, the ride-hailing app owned by DiDi Chuxing, is one of the leading mobility platforms in Brazil. In a competitive and fast-paced market, the team set out to consistently and efficiently grow its user base.
The focus was not only on increasing installs but also on reaching new users who would go on to complete their first ride, with close attention to maintaining a controlled cost per acquisition.
The primary objective for 99 was to expand its user base in Brazil by attracting individuals who would not only download the app but also complete their first ride. At the same time, it was essential to keep acquisition costs efficient and ensure a process free of fraud.
To achieve this, the brand explored new ways to expand its media mix and find channels that could bring consistent and meaningful results within the app.
At the time, 99 was already running campaigns with Rocket Lab. As part of our consultative approach, both teams identified a new opportunity to pilot Rocket Lab’s OEM solution, First-impact Ads, through Dynamic Preload campaigns on Google Play.
This strategy aimed to expand the brand’s acquisition mix by offering early app visibility on devices, before users even opened the app store. Over the course of five months, the campaign delivered strong and consistent results, which led the brand to increase its investment in the format.
Over the course of the campaign, the results spoke for themselves.
Installs grew by 185 %, and new users completing their first ride increased by 351 %. At the same time, the cost per acquisition dropped by 37 %, showing that the strategy was not only effective at scale but also efficient.
The performance confirmed that OEM can be a sustainable and high-impact channel for mobility apps looking to grow in a competitive market. For 99, it opened the door to a more diversified acquisition mix, with a format that balances visibility, relevance, and cost control.
"The First-impact Ads campaigns we’ve run with Rocket Lab have been instrumental in driving incremental value for our user acquisition strategy. The results have clearly played a key role in sustaining the diversification of our mobile media plan."
If you are exploring new ways to grow your app and want to learn more about how First-impact Ads campaigns can work for your business, our team is ready to help.