Urban mobility · Kazakhstan
Launching an urban mobility product in Central Asia
Helped introduce an e-scooter product in a market where public acceptance was as important as reach.
- Top 3
- local product launch
- 1M+
- digital views
- 20%
- negative feedback, compared with roughly 60% for similar launches
Context
The situation
The task was not limited to awareness. A new urban product needed to enter the public conversation without becoming defined by the expected wave of negativity.
Contribution
What I worked on
- Developed a localized launch approach
- Used digital PR and stakeholder consultations to shape the public conversation
- Connected communication activity with seasonal business targets
Selected client and operational details are omitted where appropriate.