Launching SPLYT with a Social & Media Splash
Rooster cut through the crowded taxi and sharing economy space to successfully launch a new minicab ride sharing app, SPLYT.
Tasked with generating both a media and consumer buzz around the launch of SPLYT, and driving downloads of the app, Rooster worked with the client to devise a disruptive 99p rides promotion which was unveiled to spend-conscious Londoners via a tactical social and traditional media campaign.
The SPLYT launch journey threw up various challenges, including licensing delays, general cynicism towards the minicab app space thanks to reputational issues surrounding Uber, and the simultaneous launch of competitor apps, Maaxi (taxi sharing for black cabs) and SplitCabs (shared airport transfers). Rooster safely steered the SPLYT campaign around these obstacles and despite all the odds, effectively secured the desired social, digital and print media results in a tight timeframe.
Rooster’s social media results were impressive:
- Twitter followers increased from just 12 to 660 in only four months with activity achieving over 311,000 tweet impressions and over 310 retweets.
- Facebook likes increased from 2 to 1,631 in the same timeframe, of which 680 were achieved just in the launch week. Total reach for Facebook was 1,264,860, with 1,557,552 total impressions.
SPLYT’s London launch was covered in targeted regional, national and broadcast titles, including interviews with founder, Philipp Mintchin on London Live and BBC Radio 4’s Today programme. The majority of media coverage appeared within only a 10 day period and included BBC.co.uk, London Evening Standard, standard.co.uk, The Independent, Independent i, The Independent Traveller, independent.co.uk (twice!; second hit here), mirror.co.uk, The Sun and thenationalstudent.co.uk.
Rooster’s campaign for SPLYT ensured that the disruptive start-up launched with a splash, and is perfectly positioned to revolutionise the minicab industry and London’s commuting scene.