Quick Case Study #1: Waze shifts from a traditional brand campaign to influencer marketing, grows likeliness to use by 15 points
You’ve probably heard of Waze. The company started in 2006 as FreeMap Israel before rebranding, going viral, and getting purchased by Google in 2013 for $1.3 billion.
Classic product-led growth. But now the brand has started marketing with intention. Let’s take a look at a specific example with results from Waze in the United Kingdom.
BEFORE – Traditional brand campaign focused on summer travel
The first time Waze had intentionally spent marketing dollars in the UK was in 2021. All growth until that point had been organic. Its first brand campaign kicked off in summer 2021, which was an integrated approach covering many channels (OOH, radio, digital, social, PR). While they saw reasonable results, they knew they needed to do more testing and wanted to test new timings.