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Case Study
Catchy Hook or Line about how Quillcube helped an UAE Lifestyle Brand with their marketing
Executive summary
For a mobility app targeted at women riders and women passengers — offering safe, reliable two-wheeler (and possibly auto) transport, by women drivers for women passengers. The campaign executed by Quillcube combined Social Media Marketing, Influencer Outreach, and SEO to build brand awareness, app installs, and ride-bookings in the metro market.
The challenge's
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Safety & Trust-Perception Barrier: Women as passengers often hesitate to use bike/taxi services due to safety concerns and lack of women-centric platforms.
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Low Brand Awareness & Differentiation: Many ride-hailing services exist; Zippi needed to differentiate itself as the women-only driver + women-passenger service (Shero) and communicate that clearly.
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Acquisition & App Install Costs High: In competitive ride-hailing category, cost per install and cost per activation tends to be high unless targeting is very precise.
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Conversion & Retention of Riders & Drivers: Getting first ride is one thing; retaining women passengers and drivers is another — requires good UX, app-flow, incentives, safety features etc.
The solution
Developed full-funnel social campaigns
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Awareness: short reels & videos showing women drivers, women passengers, safety features, “Shero” branding.
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Consideration: carousel ads with “download app now”, “first ride discount”, “join as driver” messaging.
Influencer Outreach
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Partnered with micro-influencers (women travel, women safety, lifestyle) in target city to create content about Zippi’s women-only service.
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Provided unique promo codes for influencers to drive installs/bookings so ROI tracking possible.
SEO & Content Strategy
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Conducted technical audit: improved app landing pages, mobile load speed, structured data, local service schema.
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Content & localised blog strategy: “Why women bike taxi is safe in Hyderabad”, “Meet the Sheros: women drivers of Zippi”, “How to earn as a women driver with Zippi”.
Driver Onboarding & UX Optimisation
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Created driver-acquisition campaigns targeted at women in the city: “Become a Shero – drive with Zippi, flexible hours, women driver community”.
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Optimised the passenger app-flow for ease: quick booking, helmet & safety highlight, referral programmes for both drivers and passengers.
Results (4-Month Campaign)
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App Installs (target city): 48,000 installs (+120% vs prior 4 months)
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First-ride Bookings: 14,500 rides
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Customer Acquisition Cost (CAC): ₹XXX per ride (improved by 22% vs prior)
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Retention (30-day repeat booking rate): 21%
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Women Driver On-boarded: 1,250 new women captains
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Average wait-time (for booked ride): 5.2 minutes (vs 8.7 minutes baseline)
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Organic search sessions for local queries: +32%
Key Learnings
Localized Content
Authentic storytelling of women drivers and passenger safety resonates strongly in women-centric mobility services.
Higher Engagement
Combining influencer-generated content with paid social improves both reach and conversion for niche service launches.
Traffic Growth
Supply-side (driver onboarding) is as critical as demand-side — for mobility services you must ensure operational reliability early.
Conclusion
By deploying a targeted strategy that integrated social media, influencer outreach, SEO and operational optimisation, Zippi strengthened its positioning as a “women-for-women” mobility service, increased app installs, improved driver supply, and scaled ride-bookings in the city market. This case demonstrates how a niche mobility brand can achieve measurable performance with data-driven marketing and operational synergy.