Media Buying, Strategy, Retention, Ride-hailing
Watan Taxi — growing both sides of the market
Client
Taxi Watan - تاكسي وطن
Role
Growth partner — strategy, media buying, CRM
Duration
90 days
Designer
Abdallah Megahed
Rebuilding a two-sided growth engine
Where it started. The app was spending on both sides of the market with no way to tell which side the money was actually moving. Driver sign-ups and rider installs were reported separately, so nobody could see the ratio that decides whether the service feels fast or feels broken.
What we did.
- Brief. Sat with the team and wrote down what a healthy market looks like for them: drivers per active rider, wait time, and the cost of each side.
- Strategy & Analysis. Audited tracking end to end, separated driver and rider funnels, and found where spend was landing on the side that did not need it.
- Execution. Rebuilt both funnels with their own landing pages and creative, and split media buying on Meta and Google by side, not by campaign convenience.
- Optimization. Weekly reads on the ratio, not on impressions. Budget moved between sides as the ratio drifted.
- Scaling. An automated CRM kept educating drivers and riders separately, so growth did not need a new push every month.
Where it landed. A repeatable acquisition model with a known cost per side, and a driver base that stopped churning out as fast as it came in.
How we work
01. Research
We map the audience, the competition and the constraints before a single pixel is drawn.02. Concept Design
Directions are explored in the open, reviewed against the brief, and narrowed to one.03. Implementation
The chosen direction is built, tested on real devices and handed over documented.
