Perfluence Case: Promotion of Anytime Car Sharing in Belarus and 500+ Posts f...

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We cooperate with Anytime in promotion in three countries outside of Russia. One of them is Belarus. Contrary to the stereotype, the carsharing market in this country is highly competitive (compared to its European neighbors). There are quite a few strong local players in the region.

The target audience is well informed about the service, its features and is in many ways more advanced than people in some Russian regions.All this suggests that the market is sufficiently developed, has already passed the initial stage and is in the global context of car sharing development.This direction has no local characteristics in Belarus.

Anytime is the oldest car rental service in Russia, launched in 2013. In May 2018, it became known that it was acquired by the owner of another car sharing company, Delimobil, Mikro Kapital Group. At the same time, the new owner launched car sharing under the Anytime brand in countries wordpress web design agency outside of Russia. There are currently three of them: Belarus, Kazakhstan, and the Czech Republic.



We started cooperating with Anytime in the Belarusian market in March 2020. Previously, we were partners in promoting Delimobil. To work with bloggers, we chose the CPA (Cost Per Action) model. That is, the blogger receives payment only if their subscriber uses the service, leaves an email address, uses a promo code or otherwise interacts with the brand.

"It was necessary to select bloggers for promotion very precisely: a significant part of their audience had to live in a specific city. The audience of large, classic and super-popular celebrity bloggers in this sense is too dispersed throughout the country. This pain is felt in Russian-speaking markets outside of Russia: all celebrity bloggers have a noticeable share of residents of Moscow and St. Petersburg. It is not easy to find bloggers with a local audience"

Mikhail Starov,

Marketing Director for International Markets Anytime Carsharing

Besides, for Belarus, a blogger with a million subscribers is more often an exception. The country has a population of less than 10,000,000 people.

Anytime and Perfluence collaboration in numbers:
500+ posts about the service from bloggers in 12 months
Posts about the service:
85% on Instagram*
14% on VKontakte
1% — other social networks
Number of touchpoints with bloggers in 12 months — 1931
Strategy

Anytime representatives set the task of winning over a young audience of 19-25 years old, with a driver's license and at least one year of driving experience, predominantly male. There were no other restrictions. We built hypotheses only on the volume of trips, the number of new users.

A wide audience was involved, we worked with a large pool of bloggers - from car enthusiasts to young mothers, from students to businessmen who value their time.

If the service launched a new BMW model rental in a specific city, we gave it to bloggers for a test drive, and they talked about it in posts. This way we attracted an audience not only from Minsk, but also, for example, from Gomel.

Thanks to the fact that bloggers were given cars for a test drive, they were able to try the service first-hand and evaluate its advantages. For example, one of the YouTube bloggers made a video about how he tested car sharing, and another one – how he took a BMW for a test drive.