It was an incredibly intense month for us. The days leading up to the launch, as we were finalizing a new version of Prowly, looked something like this: start the day at 6 am, check if Sebastian had finished his updates, test the application in production, log error tickets, wait for the next update, and so on, every day until around 1-2 in the morning. A typical day in the life of startup founders preparing for a major system update.
The concept of the 'Let's meet in a Taxi’ campaign came about much earlier, and we had pretty much everything prepared – we had even created a landing page and promotional video ourselves. Along the way, iTaxi joined the campaign, and all that remained was to launch.
Extreme exhaustion from hard work turned into euphoria and... in another very busy week during which we, night owls almost glued to our computers by night, transformed into taxi drivers by day. We hit the streets. And you know what? It was worth it!
A Brief Overview of the Campaign
"Let's meet in a Taxi" was a marketing campaign accompanying the premiere of the new Prowly. In short and without unnecessary details: for four days, practically all day long, we drove our current and potential clients around Warsaw, offering them a free ride and a substantial dose of knowledge about Prowly 1.0 along the way. Interest in participating in this campaign exceeded our wildest expectations. We achieved two of our most important goals: we gathered direct feedback on the updated application and reached a new group of potential clients. Aside from this, it was just fun – coffee, raspberries, cakes, and sweets – people boarded our Taxi better prepared than for a standard meeting at the office. We were even challenged to do a 3 am ride, and we'll be laughing about how we somehow managed it for a long time. Here's the evidence:
Some Numbers
In total, during the 4-day campaign, we managed to meet with 24 representatives from the PR, media, and new technology industries. Going out to our customers increased our website traffic following the premiere, gained a considerable reach on social media, and resulted in the actual registration of new clients.
Let's start with Prowly.com:10,144 page views - 2,089 users - 2,575 sessions - 75.96% new sessions - 150 new registrationsIn just 4 days, more people registered to Prowly than in the previous 2 months. 150 new accounts represent 20% of all registered accounts that year. 38.5% of the traffic was generated from social media. It was basically our main communication platform during this campaign.
On our Facebook fan page, we reported on its progress in real-time. Let's look at the stats:219 new page likesTotal post reach: Monday, September 15 - 27,403; Tuesday, September 16 - 14,663; Wednesday, September 17 - 5,014; Thursday, September 18 - 6,495; Friday, September 19 - 13,024; a total of over 50,000, which is 4,881% more than the previous week.1,400 likes - 251 comments - 59 shares - 33,400 clicks on postsThe post from September 15 had a budget of 65 PLN. All additional reach was generated for free. Comparing this with the data shown by Brand24, we have:122 mentions of Prowly on social media and across the internet - 30 mentions with a positive sentiment and 0 with a negative one!
The video on Vimeo was viewed over 3,700 times. The total budget of the campaign was 65 PLN for promoting the post on our Facebook and 99 PLN for a monthly subscription to Landingi.pl, where we set up our taxi-themed mini-site. 1436 - Added to favorites
That is not all
That is not all. Without this campaign, we probably would have never met Daniel, an iTaxi driver. In addition to the numbers, we also gained new connections. Countless and priceless connections.
Once again, we’d like to thank everyone for the meetings, for the warm words, and for the positive energy that fueled us even further! See you in a Taxi!
Once again, we’d like to thank everyone for the meetings, for the warm words, and for the positive energy that fueled us even further! See you in a Taxi!