GIG Car Share Case Study
About GIG Car Share
GIG Car Share was the first new product launch from A3Ventures, the innovation lab and capital investment arm of AAA Northern California, Nevada and Utah.
GIG launched with a sizable ad budget, which drove significant awareness and usage in the Bay Area. However, over the following year, new app downloads began to fall and the three different digital agencies working on the project were unable to stem the decline.
Project Overview
I conducted audits of the onboarding funnel, and evaluated contributions from existing agencies. I devised a new, hyper targeted growth strategy and began an aggressive program of creative testing. I took over the paid social campaigns, which none of the incumbent agencies were equipped to run.
I also worked with their data team to completely revamped the tech stack to deliver more robust tracking, and to streamline the onboarding process.
The Deliverables
Technical Marketing Stack Audit & Recommendations
Agency Audit
Mobile Acquisition Test Plan & Execution
Screening & Selection of FTE Hires
Results
Saved A3Ventures more than $200K in agency fees per year
Delivered a 268% increase in new member sign-ups from paid social
Staffed team with the right experience to succeed
“Toby’s strategic insights completely revolutionized GIG Car Share’s growth trajectory. His exceptional results led us to seek his counsel for all of our portfolio startups within A3 Ventures. Notably, Toby championed the adoption of a data-centric methodology, empowering us to rigorously test and optimize creative designs for maximum performance.”