DiDi: Roast

DiDi, a ride-hailing app, defended market share in China by taking a proactive approach and addressing customer discontent by effectively communicating the significant changes made to its operations and platform.

Campaign details

Brand: DiDiAgency: PHD MediaRegion: APAC

Strategy

Objective

China's largest ride-hailing app, Didi, which had once held a monopoly on ride hailing in China witnessed competition taking market share. New companies with unique offerings and business models were rising rapidly. At the same time, they were facing high-profile security issues which damaged brand and reputation, adding to the losses. This was exacerbated by a more vocal customer-base spreading negative sentiment online. Specific complaints were related to price transparency, lack of access during peak hours and a drop in service quality.

To defend market share,...

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