WIYAK

As the lead product marketing strategist on the launch of Wiyak, Kuwait’s first luxury ride-hailing app, I developed and executed a full-funnel GTM plan focused on brand awareness, user acquisition, and retention. The initiative positioned Wiyak as a category defining premium mobility solution for Kuwait’s affluent segment, blending brand building with performance growth.

Objective

Strategy

Develop and execute a comprehensive strategy to successfully launch Wiyak in Kuwait, generating significant buzz and initial user adoption. To achieve a 40% brand awareness among the target audience, acquire 10,000 active users, and maintain a user retention rate of 50% within the first six months of launching Wiyak in Kuwait through targeted marketing campaigns, exclusive partnerships, and personalized user engagement tactics.

Market Research & Positioning

  • Conducted in-depth research to identify market gaps and consumer behaviors unique to Kuwait’s luxury seeking audience.

  • Positioned Wiyak as a luxury-first alternative to mainstream ride-hailing, emphasizing premium vehicles, professional chauffeurs, and tailored service.

  • Crafted brand pillars around exclusivity, convenience, and customer excellence.

Brand Awareness Campaigns

  • Pre-launch Teasers: Created buzz through high-impact teaser videos across Instagram and lifestyle channels.

  • Influencer & Celebrity Endorsements: Partnered with Kuwait-based public figures aligned with luxury and business lifestyles.

  • PR & Events: Secured earned media in high-end publications and hosted press experiences showcasing Wiyak’s unique service.

User Acquisition Tactics

  • Performance Marketing: Deployed precision-targeted campaigns on Meta, Google, and local digital media focused on professionals, VIPs, and travelers.

  • Exclusive Referral Program: Built virality and organic reach through luxury incentive-based referrals.

  • Flagship Launch Event: Orchestrated a high-profile event at a luxury venue, generating live social buzz and traditional media coverage.

  • Brand Partnerships: Integrated Wiyak into the lifestyle ecosystem through collaborations with Kuwait’s top hotels, restaurants, and gyms.

Retention & Loyalty Strategy

  • Personalized Onboarding: Developed a smooth, white-glove app experience with localized messaging and onboarding support.

  • Loyalty Program: Rewarded high-frequency users with premium benefits, early access, and elite-tier offers.

  • CRM & Lifecycle Engagement: Maintained ongoing touchpoints through email, in-app messaging, and personalized content based on user behavior.

  • Feedback Loops: Established always-on feedback channels to optimize UX and service performance in real-time.

Outcome

The multifaceted approach resulted in a successful launch and significant growth for Wiyak in Kuwait’s ride-hailing market. Key outcomes included:

  • Increased Brand Awareness: Achieved a 45% brand awareness among the target audience within six months, surpassing the initial target. Social media engagement and media coverage significantly boosted visibility.

  • High User Acquisition: Acquired over 12,000 active users within the first six months, exceeding the goal of 10,000 users. The targeted advertising and referral program were particularly effective in driving sign-ups.

  • Strong User Retention: Maintained a 55% user retention rate, above the initial target of 50%. The loyalty program and personalized engagement strategies played a crucial role in retaining users.

By leveraging a well-rounded strategy that combined targeted awareness campaigns, innovative acquisition tactics, and effective retention efforts, I successfully positioned Wiyak as the leading luxury ride-hailing app in Kuwait, driving significant growth and engagement.

Market Insights

Launching a luxury tech service in Kuwait required more than just a polished app. It required cultural fluency, the right partnerships, and a deep understanding of local customer psychology. Success hinged on creating a high-touch brand experience that felt both global and deeply Kuwaiti.