Supporting the relaunch of one of Singapore’s largest car rental companies
Client
anonymised
About
This case study shows how MajorForm supported the relaunch of a Singapore mobility brand through a performance marketing campaign focused on driving app installs. Working behind the scenes in a white-label capacity, MajorForm helped execute paid media designed to rebuild acquisition momentum and support app-led growth.
The client offers a digital-first vehicle access experience built around flexibility and convenience. As the business prepared to re-enter the market, app adoption became a critical growth lever. MajorForm supported the relaunch by bringing structure to paid media execution, with a focus on efficient user acquisition, scalable campaign delivery, and stronger performance foundations for future growth.
Challenge
Relaunching a mobility app in Singapore is not simply a question of driving traffic. The real challenge is rebuilding awareness, restoring relevance, and converting that attention into efficient app installs in a market where consumers have multiple transport and rental alternatives. For this client, the paid media campaign needed to generate install volume while supporting the broader objective of regaining traction after a period of transition.
The difficulty was that relaunch campaigns often face uneven audience familiarity and mixed levels of conversion intent in the early stages. This meant the acquisition strategy had to balance scale with efficiency, ensuring media spend worked hard enough to drive app installs without compromising quality. The goal was not just more downloads, but a stronger acquisition engine that could support sustained app growth over time.
Performance Marketing Highlights
A multi-channel approach drove maximum app installs
to support the critical relaunch phase
Driving app installs during a relaunch is not just a media challenge, but a market re-entry challenge. For this Singapore car rental service, success depended on rebuilding demand while also converting interested users efficiently in a category shaped by strong alternatives and variable consumer intent. MajorForm approached this with a structured three-month plan designed to support the full acquisition funnel, from demand generation through to app install conversion.
Our strategy combined TikTok and Google to play complementary roles within the relaunch. TikTok was used to drive attention and create demand, supported by close collaboration with the creative agency to ensure a steady rollout of performance-oriented creative. Google was used to capture active demand and convert users already showing stronger intent. By aligning media planning, platform roles, and creative throughput, we built a more deliberate app acquisition engine designed to support both short-term install growth and longer-term scaling.
Cost Per
App Install (CPI)
Results
$2 - $3
8.5K
App
Downloads