In their mission to make cities a better place to live by providing transportation that best suits the mobility needs of everyone, Cabify needed a compelling way to drive users to update the app to ensure they have the best possible experience.
Armed with a wealth of data, they partnered with Braze to develop a personalized year-end Wrapped campaign over in-app messages (IAM) to mark their customers’ milestones and get users to update the app. This year-end Wrapped campaign was first conceptualized in an internal hackathon.
70% of users watched the Wrapped campaign more than once, while some watched their campaign up to 15 times. Wrapped was a big hit, with the highest user engagement in Argentina, Spain, and Colombia. Within two weeks of the campaign launch, over 87% of user journeys were completed with the latest version of the Cabify App.