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Building Europe’s
e-mobility brand
Segway is a global leader in electric mobility, known for innovation in e-scooters and urban transportation. In Europe, Segway operates in a highly competitive and fragmented market, with different mobility habits, regulations and consumer preferences per country.
To support growth, Segway wanted to scale performance marketing across Europe without losing local relevance. Multiple product lines needed attention simultaneously, from entry-level city scooters to high-performance urban and off-road models.
Segway’s question
How do we scale performance marketing across Europe while staying relevant to local audiences and different product use cases?
Goals & challenge
The objective was clear: scale reach, engagement and consideration across Europe while continuously learning which channels, creatives and audiences truly drive performance.
The challenge was complexity. Campaigns ran simultaneously across multiple countries, languages and product categories. Performance differed strongly per market. What worked in Spain does not automatically work in Germany or France. Segway needed a setup that allowed fast scaling, without falling into a one-size-fits-all approach.
At the same time, campaigns had to deliver more than volume. They needed to generate meaningful engagement, support brand growth and create a foundation for long-term performance improvements.
The approach
Whello set up a scalable, test-driven performance framework across Europe.
Instead of betting on a single channel or message, we activated a full-funnel mix of Meta, Google Demand Gen, YouTube and DSP. Each channel had a clear role: from efficient reach and brand exposure to high-intent clicks and product consideration.
Campaigns were structured in clear flights, allowing us to analyse results per product, country and channel. Creative testing played a central role. Lifestyle visuals were tested against specs-driven messaging. Video was compared to static formats. Audiences were continuously refined based on real performance data, not assumptions.
By working closely with Segway’s team, insights from one market were quickly translated into improvements for the next flight. Strong-performing formats were scaled. Underperforming combinations were paused or replaced. This created a continuous optimisation loop across all European markets.
The result
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impressions generated across Europe0
clicks driven to Segway platforms0
European markets activatedThe campaigns consistently outperformed benchmarks, especially on Demand Gen and DSP. Several markets showed CTR improvements of over 100% compared to forecast. At the same time, CPMs decreased, allowing Segway to achieve more reach and engagement with the same or lower budgets.
Beyond short-term results, the biggest impact was clarity. Segway now has concrete, data-backed insights into which channels, creatives and audiences drive performance per country and product line. This turns marketing from isolated campaigns into a scalable European growth engine.
Success factors of this campaign
- A scalable performance framework across Europe
- Clear channel roles within a full-funnel strategy
- Continuous creative and audience testing
- Data-driven optimisation per country and product
- Close collaboration between Segway and Whello teams
“Scaling performance across Europe is never about one perfect campaign. It’s about building a system that learns faster than the market. Together with Segway, we turned complexity into a competitive advantage.”
Mark Joon
Growth manager Whello
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