Drive CPL down on the carsharing product, build a brand-new Subscription product from launch, and support geographic expansion from Stockholm into Gothenburg — all running in parallel across two related but distinct propositions.
What they sell
Aimo operated two complementary mobility products in the Sumitomo Corporation portfolio: Aimo Share — Stockholm’s first all-electric carsharing service — and Aimo Subscription, month-to-month electric car subscriptions. Two distinct propositions, one Swedish urban-mobility audience.
Note: Aimo wound down Swedish operations in February 2026. The work below covers the growth years, 2019–2021.
The challenge
Three things at once, all running in parallel:
- Drive CPL down on consumer acquisition for the existing carsharing product
- Build the new Subscription product from launch into a working acquisition engine
- Support geographic expansion from Stockholm into Gothenburg
Each one could have justified its own engagement. The constraint was running all three simultaneously without letting one dilute the others.
The work
Paid acquisition
- CPL reduction across both products without sacrificing volume or lead quality
- Channel mix tuned to mobility consumer behavior — the contexts where car decisions actually get made
- Testing rhythm sustained across the 2-year engagement, not single-campaign wins
Creative for two products
- Distinct creative tracks for Share (on-demand carsharing) and Subscription (long-term commitment) — same audience, different conversion psychology
- Hooks and angles tested per product, not shared across both as a shortcut
- Brand consistency held while each product’s positioning was honored on its own terms
Geographic expansion (Gothenburg)
- Launch campaigns tailored to the Gothenburg market, not translated Stockholm copy
- Local creative variations that landed with Gothenburg audiences without diluting brand voice
- Paid infrastructure architected to be portable across Swedish cities — set up to scale beyond two markets
What changed
CPL dropped 65.67% on the carsharing product. The Subscription product launched and built a working acquisition engine alongside Share rather than cannibalizing it. The Gothenburg expansion was supported with localized creative and paid campaigns that scaled Aimo from a Stockholm operator into a multi-city Swedish mobility brand.