Xanh SM Doubles Repeat Orders and Beats CPA Targets With AI‑Powered Re‑Engagement

September 26, 2025

About Xanh SM

Xanh SM (operated by Green and Smart Mobility JSC) is Vietnam’s first all‑electric ride‑hailing and rental platform. Launched in April 2023 in Hanoi, the company operates a dedicated fleet of VinFast electric cars and motorcycles and is rapidly expanding nationwide. Its mission: Make green, intelligent mobility the preferred daily choice while advancing Vietnam’s climate goals and EV adoption. By pairing a 100% EV fleet with a mobile-first experience, Xanh SM aims to deliver reliable, sustainable transportation while building long‑term rider habits across major cities.

Challenge: Scaling ride volume and user loyalty without heavy discounts

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

Solution: Activating high-value riders with Moloco Ads re-engagement

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.

Results: Doubling repeat orders and hitting CPA targets within two weeks

In partnership with Moloco, the campaigns ramped in days—not months. Within two weeks, Xanh SM’s team reached the D7 CPA goal for first-time rides and then expanded spend to the best-performing segments while keeping D7 CPA on target. As groups became clearer and city-level tests matched what riders needed, more lapsed and low-frequency riders booked again, leading to total orders doubling across iOS and Android.

Campaign efficiency improved alongside ride ordering growth. Cost per repeated order beat the internal target by 120%, demonstrating that strengthening rider habits can drive growth while maintaining cost efficiency. The teams turned the learnings into clear, ready-to-use best practices across audiences, creative, and bidding for future campaigns.

Cost per repeated order beat target by 120%
2x increase in total orders across iOS and Android
D7 CPA goal achieved within two weeks

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“What changed for us was speed and focus. Moloco’s AI found riders most likely to book again, so we re-engaged lapsed and low-frequency users without leaning on discounts. That helped us double total orders.”