Overview
Turo, the world’s largest carsharing marketplace, aimed to expand its operations into the Australian market, see the country as the “perfect storm” of:
Income
Tourism
Culture
Language
Geography
As well being a good early adopter market for tech companies.
The campaign
Turo was in a perfect position to expand rapidly in Australia, but it needed credibility with local founders and operators, in what managing director Tim Rossanis called a “uniquely Australian tone”.
Day One and the First Cheque team were brought in to deliver exactly that.
Strengths
Economies of scale
Organisational maturity
Challenges
Lack of experience with Australian market
No local talent
Opportunities
Strategic partnership with Uber
Risks
Incumbent local competition
Results
Day One gave Turo a six-month campaign on First Cheque, hosted by Cheryl Mack and Maxine Minter, with promotion across the Day One network.
116,510 social impressions, an engagement rate of 6.04% and a click-through rate of 3.63%, more than five times the LinkedIn benchmark.
By the numbers
3.63% | Click-through rate, more than five times the LinkedIn benchmark |
6.04% | Engagement rate, well above LinkedIn's 1–3.5% benchmark |
116,510 | Social impressions |
In summary
A global brand entering a new market needs local trust fast. First Cheque gave Turo an Australian voice founders already listen to, and the audience responded.