2025

WAYLA

Strategy, communication, and growth for Wayla, the shared urban mobility service

What we have done

  • BUSINESS CONSULTING
  • DIGITAL MARKETING
  • COPYWRITING
  • UI DESIGN
  • ASO

Client

Wayla is an Italian startup offering a van-pooling service in Milan — a form of shared urban transport that allows people to share van rides, reducing both costs and environmental impact. The service operates through an app that connects passengers with similar routes, enabling them to travel together safely and affordably.

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Projects

The project was born from Wayla’s need to evolve from its early-stage startup phase into a consolidated, recognizable service within Milan’s mobility ecosystem. The main goal was twofold: to validate the service in the market and accelerate user base growth (transitioning from early adoption to product traction), while also building a strong, distinctive brand capable of fostering a loyal community and effectively communicating its core values of simplicity, sustainability, and accessibility.

What we have done

Starting with strategic consulting and business development, Biscuitway guided the startup through a growth path to quickly reach its target audience and build an active community.
Thanks to a growth hacking approach, communication was optimized to stimulate service adoption, maintaining a young and ironic tone of voice to build an authentic brand that is close to people and able to speak the community’s language. The digital strategy and its execution led to over 70,000 downloads in less than a year. A notable success was the equity crowdfunding campaign on Mamacrowd, which raised over one million euros in just 30 hours from the public launch, thanks to an integrated communication plan developed in close collaboration with Wayla’s management and press office.

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