Citymapper TikTok campaign.

Citymapper is an award-winning transit app with a cult following across Europe. In order to make some noise in the States and expand its userbase, we started in the obvious place: TikTok users in Miami.

Goal: Launch some things quickly; double our monthly active users from 5,000 to 10,000; learn what messaging works.

While the end result may appear to be a collection of trending memes, the campaign strategy entailed a deep dive into the product to determine value props, most used and beloved features (hello, Drunk Mode), and real-world Miami user behavior and travel patterns.

Credits

Grace Kim
Fred Dintenfass
Alex Onish
Francesca Truitt
Dean Tucker
Tessa Smith