Challenge

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During the pandemic, DiDi faced significant challenges with its rapid expansion in Latin America, particularly in Mexico. As a mobile transportation platform, demand for the app plummeted since people were not traveling due to lockdowns. DiDi needed to quickly pivot and find ways to stay relevant and engage users.

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How We Helped

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Our team implemented a strategic plan to turn things around for DiDi:

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• Promoting safe travel: Leveraged social platforms to share safety tips and promote safe travel, positioning DiDi as the go-to name for Covid-safe transport during the pandemic.
• Boosting DiDiFood: Partnered with local influencers and restaurants to promote “contactless delivery” on TikTok and Twitter, driving new users to DiDiFood and increasing take-out orders.
• Social awareness campaigns: Ran media campaigns across multiple platforms to maximize brand exposure, reinforcing DiDi’s presence in Mexico despite the reduced demand for transport services.

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This approach ensured that DiDi stayed top-of-mind for both transportation and food delivery.

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Results

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Through targeted strategies and effective campaigns, we helped DiDi grow significantly, even during the challenging times of the pandemic:

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• #1 most downloaded travel app with 3.36M installations
• 2M+ trips completed
• 350% growth during the pandemic