Established in 2007, OuiCar is the leading person-to-person car rental company in France, with more than 35,000 cars available throughout the country. With over two million users, the app allows car renters to find vehicles suiting their needs, book them online and connect with owners to start the ride.
Propel growth through user acquisition
Mobility is one of the fastest-growing sectors of the last decade. New players launch themselves into the market, challenger companies strategize how to snatch more market share, and traditional services struggle to stay afloat. Although completely different in nature, one opportunity is common to all: mobile-driven growth.
For vehicle rental companies, mobile has represented an opportunity to reinvent their business-model, invest in frictionless customer experiences and, as a result, scale.
"We need to be efficient when deciding how to invest our money. This is crucial for us as the competition in this field is fierce."
Head of Acquisition,
User acquisition (UA) is essential in scaling any mobile business, as bringing in users from new channels means continually growing an app’s customer base. UA strategies should always be data-based, meaning the guess-work is removed and that it’s straightforward to determine which channels and campaigns are performing.
Being clever to invest in the right channels that were driving high-quality users to their app, OuiCar saw their install numbers climb sharply. However, ad fraud is prevalent and can get in the way of even the best user acquisition strategies. Fraud continues to grow every year, and it's expected to reach U$ 44 billion in 2022.
Quickly enough, OuiCar realized their numbers were not adding up. Although the company saw growing numbers every month, their revenue didn't follow the same trend.