CASE STUDY
Drover
Rapid Start Up Growth Through Smart TV Strategy
Drover was a fresh start-up introducing an all-inclusive car subscription model to the UK market. As a first-of-its-kind service, Drover offered flexible, hassle-free car subscriptions, redefining the way consumers accessed vehicles.
The Goal
Drover aimed to raise brand awareness, drive growth, and increase leads and subscribers to their website. As a disruptive new concept, the brand needed an impactful, performance TV campaign to establish credibility, and carve out their space in a competitive automotive market.
Our Process
Studio90 introduced Drover to our trusted performance media partners and delivered cost-effective, high-performing TV campaigns:
Strategic Creative Development: We leveraged stock footage and professional voiceovers to produce two initial TV ads, testing market response and gathering valuable insights.
Iterative Campaign Evolution: Based on learnings, we developed two additional campaigns over the next two years, refining messaging and creative execution.
Performance-Driven Content: We reworked existing CGI-based content with optimised performance tactics, which drove a 30% response increase within a week of being on air.
Adaptability During Lockdown: In response to changing consumer behaviours, we crafted a compelling campaign using stock footage, when filming was off limits, to emphasise the benefits of private car subscriptions at a time when public transport and car sharing were less desirable.
The Results
Our strategic approach delivered exceptional growth and brand momentum:
99% increase in web traffic between August 2018 and March 2019
75% increase in search popularity within the brand’s first month on TV
207% uplift in registrations, driving significant subscriber growth
Strategic brand partnerships secured with Volkswagen, Toyota, Citroen, and Peugeot, in part due to visibility on TV.
By combining innovative creative execution with a data-led approach, Studio90 helped Drover successfully launch and scale their business, culminating in successful acquisition by Cazoo within just 4 years.
