Turo: Redefining Car Sharing Through Strategic Messaging
Turo
Despite being the largest peer-to-peer car-sharing marketplace in the U.S., Turo was experiencing declining renter sentiment and inconsistent user engagement across social media platforms. Negative feedback stemming from host cancellations, damages, and customer service issues was impacting brand trust. Additionally, the lack of cohesive messaging and strategy across digital channels made it difficult to maintain engagement and build a consistent brand voice.
Duration
6 months
Team Size
3 specialists
The Challenge
Despite being the largest peer-to-peer car-sharing marketplace in the U.S., Turo was experiencing declining renter sentiment and inconsistent user engagement across social media platforms. Negative feedback stemming from host cancellations, damages, and customer service issues was impacting brand trust. Additionally, the lack of cohesive messaging and strategy across digital channels made it difficult to maintain engagement and build a consistent brand voice.
The Solution
Cass developed a full-scale strategic messaging framework centered around the idea of “Fuel Your Daydreams,” designed to emotionally connect with Turo’s primary audience: millennial and Gen Z adventure-seekers. Through deep audience analytics, consumer journey mapping, and sentiment analysis, she identified key pain points and opportunities. She then introduced a multi-platform content calendar, an engagement-based contest strategy, revised elevator pitches, and actionable campaign concepts to improve user trust and amplify social proof.
The Results
The proposed messaging strategy was designed to increase Instagram engagement by 10%, boost positive sentiment to a minimum of 60%, and improve customer service perceptions to drive a 12% increase in renter retention. The strategy also mapped out long-term brand loyalty, turning satisfied users into vocal ambassadors. With clear measurement tactics in place, including engagement tracking, brand mentions, and audience growth analytics, Turo would be able to monitor success and refine messaging in real t
Project Gallery
6 strategic messaging frameworks •Complete brand voice transformation
Strategic Messaging Framework
Dual-Audience Strategy
- • Host-focused entrepreneurial messaging
- • Guest-centered adventure and convenience positioning
- • Cross-audience trust and safety frameworks
- • Community-building narrative development
Brand Voice Architecture
- • Empowering and accessible tone guidelines
- • Trust-building language protocols
- • Scalable messaging templates
- • Market-specific adaptation frameworks
Conversion Optimization
- • User journey messaging optimization
- • Onboarding flow content strategy
- • Trust barrier mitigation messaging
- • Value proposition refinement
Market Expansion Support
- • Regulatory compliance messaging
- • Cultural adaptation guidelines
- • Localization strategy frameworks
- • Competitive differentiation positioning
Core Messaging Pillars
Unlock Possibilities
Empowering both hosts and guests to access new opportunities and experiences
Earn with Confidence
Building trust through transparent, secure, and reliable platform experiences
Drive Your Story
Celebrating unique journeys and authentic connections within the community
Project Impact
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