Case Study: Rappi achieves viral, scalable user growth (up to 50% new users from influencers and referrals) with Branch deep links

Rappi goes viral by using Branch deep links for influencer marketing and referral campaigns

Rappi, a Colombian multi-vertical delivery marketplace operating in 200 cities across nine countries, sought to accelerate user growth during new-city launches by scaling influencer marketing and referral programs. They offered unique discount coupons to both referrers and referees but faced three key challenges: delivering a seamless coupon experience across iOS and Android, accurately attributing installs and ROI to individual influencers, and automating coupon/link generation to support thousands of creators.

Rappi solved this by integrating Branch deep links and dashboard tools to attach unique coupons to install flows, auto-apply discounts on first open, and capture per-influencer analytics, then built a RappiInfluencers self-serve portal on the Branch API so creators could generate their own affiliate links. The campaigns drove roughly 50% of new users during city launches (20–30% in mature markets), supported 15,000+ influencers, contributed to over 50 million installs, and delivered substantially lower customer acquisition costs than paid ads.

Rappi

Miguel González

Head of Growth - Prime Product lead