As Vietnam’s newest, and only all‑electric, ride‑hailing service, Xanh SM set an ambitious goal: rapidly scale ride volume to grow gross merchandise volume (GMV) and establish market leadership while expanding across multiple cities and vehicle types. Progress was managed against monthly targets, so Xanh FM's in-app performance marketing team had to deliver results at a fast pace while keeping costs in check. That required a platform partner that could combine sustainable performance with execution at scale.

In parallel, Xanh SM placed equal emphasis on user loyalty. In the highly competitive ride-hailing market where price promotions are common, the team aimed to build habit-forming engagement, turning first‑time riders into repeat users, rather than leaning heavily on discounts. The mandate was clear: hit the D7 CPA target for first‑time riders, then re-engage lapsed and low‑frequency riders to increase repeat bookings.

To meet these goals, Xanh SM tapped Moloco to help solve its challenge. Together, the teams aligned on success metrics (D7 CPA for first-time riders), clarified re‑engagement objectives, reviewed progress on a cadence tied to monthly targets, and set up campaigns that could target at the country and city level.

In short, working with Moloco, the team prioritized:

• Achieving D7 CPA goals for first‑time ride conversions at scale
• Re-engaging lapsed and low‑frequency riders to drive repeat bookings efficiently

Xanh SM partnered with Moloco to build a comprehensive re‑engagement strategy on Moloco Ads. Moloco’s CPA‑based models for re‑engagement ingested Xanh SM’s first‑party data and began prioritizing existing paying users most likely to complete a ride within seven days. As signal quality improved, bids and budgets shifted automatically toward audiences showing stronger intent.

Working side by side, Moloco and Xanh SM developed a granular user segmentation framework that first segmented lapsed riders by inactivity patterns and drop‑off points, then mapped clear objectives and conversion events to each segment’s lifecycle: from app reopen to completed ride. With that groundwork, the teams ran country- and city‑level campaigns to test messaging, creative, and targeting, which surfaced localized user habits and revealed the most effective strategies for re-engagement.