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inDrive Cashless Launch
Case Studies / Influencer Marketing
Influencer Marketing Campaign
inDrive launched cashless card payments in Cape Town, Johannesburg and Pretoria, and we ran the creator campaign behind it. Between 20 April and 30 June 2026, 81 creators produced 145 pieces of content on Instagram and TikTok, delivering 33.4 million video views and 1.5 million likes. It is part of our influencer marketing work.
Client
inDrive
Project
Cashless launch influencer campaign
Website
The Brief
inDrive had just launched cashless card payments in Cape Town, Johannesburg and Pretoria, and was arriving late: it was the last ride-hailing app to add card payment, but the first to let riders choose the price.
Our brief was to drive trial of card payments and build awareness of the launch, reinforce the safety benefits of digital payments, and position inDrive as the fair alternative in ride-hailing, all through content that felt native to South African social feeds.
Results
Across 81 creators, 75 of whom posted, and 145 pieces of content on Instagram and TikTok, the campaign delivered 33.4 million video views, 1.5 million likes and more than 12,000 comments, with an average engagement rate of 3.54%.
The Strategy
The campaign owned the fact that inDrive was late to card payments with the line “Cashless. Finally.”, and we ran two creator tracks to take that message to different city audiences.
In Cape Town, creators announced the launch with comedy-led, self-ironic content built on everyday South African moments, like long ATM queues, only having coins on hand and getting home after a night out. In Johannesburg and Pretoria, creators showed how riders can “choose what feels safe for you”, with calm, real-life stories around choosing your driver and price, driver ratings, live location sharing and the in-app Safety Center.
Across both tracks, creators tied the content back to what sets inDrive apart: the ability to choose your price.
