Step 1: Influencer Collaborations
Onboarded 4 micro and macro influencers per city: 2 targeting passengers and 2 targeting both drivers and passengers.
How can a mobility brand enter Tier 3/4 cities and effectively educate both passengers and drivers about affordable, reliable rides - while overcoming low awareness, language barriers, and local market skepticism?
Rapido launched its services in Tier 3/4 cities across MP, UP, Uttarakhand, Chhattisgarh, and Bihar, including markets like Ratlam, Satna, Dewas, Katni, Vidisha, Rajnandgaon, Chhindwara, and Dehradun. The brand needed to drive awareness and user acquisition with a focus on affordability (“First Ride Free” and rides starting at ₹21) while building trust among both passengers and drivers. We designed a hyper-local influencer strategy that paired city bloggers and regional creators with PR amplification to maximize credibility and conversions.
The following timeline outlines the step-by-step strategy executed by Saltbuzz to achieve the clients marketing objectives.
Onboarded 4 micro and macro influencers per city: 2 targeting passengers and 2 targeting both drivers and passengers.
Delivered content in regional languages to ensure cultural and linguistic relevance.
Highlighted key offers like “First Ride Free” and rides starting at ₹21 to attract first-time users.
Allowed creators creative freedom within SOPs, resulting in authentic, conversion-led storytelling.
Amplified reach by leveraging city bloggers and PR pages to build community trust.
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