Through proprietary research (13K+ respondents representing 83MM+ millennials), we identified two subsets of the traditional millennial audience that were distinctive and targetable.

The first subset believed that knowledge and experiences were the markers of success. They shared on social media infrequently, but made significant impact with each post.

The second stayed up-to-date on all of the latest trends and information. They shared every thought, moment and find on social media – often sharing the first subset’s posts.

We uncovered an insight that the more connected these two audiences were to their phones, social networks, and online “Friends”, the less connected they actually were to real people, places and experiences. Yet, they craved experiences and were distant witnesses of their friends’ experiences – often experiencing the fear of missing out (FOMO).

We focused on our two target segments and their highest indexed passions (Culinary, Fitness & Music). We enlisted change agents of these passions, and arranged for local influencers to spend time with them in exclusive curated experiences to get access to private events. We captured these experiences in video and stills, demonstrating that Maven’s seamless car sharing app can literally connect you with what you love most in life.

We amplified this content through a hyper targeted Mobile campaign to reach our Millennial audience sub-segments on their favorite device. To build member base in the most efficient way, we constantly optimized campaigns against lower funnel metrics garnered from an app-embedded SDK (software development kit) that gave us real-time visibility into placement, creative, and target performance – driving the most efficient membership acquisition we could from all fronts. This allowed us to quickly scale markets efficiently and effectively while taking market

While Maven’s app install and member goals are proprietary, we can confirm that they over-delivered against app install goals by 175% and achieved more than 150% of first year member goals.

We decreased the cost-per-install rates by 35% since the launch, driving scale of acquisition at an increasingly efficient cost for the brand.

In addition to acquiring members, Maven also achieved the following:

o A 40% increase in hours driven per month

o An increase of three hours per average trip length – directly affecting bottom line profitability

o More than 50% of trips came from first-time users, indicating a steady blend of member growth and retention of existing members