Licious: India's first meat brand focused on high-quality raw meat and spreads.
Being associated with Licious from the time of inception. We have been managing their media strategy and buying. Increasing TOMA, search, impressions, organic & direct traffic, leading to an increase in installation and sales; have been the key KPI.
Basis our audience research, our media plan has been targeted with a view to increasing the KPI in question.
We successfully achieved an over 18% increase in TOMA and a 27% increase in direct traffic and install, leading to effective sales per campaign effectively.
PROJECT BREAKDOWN
Step1. Target:-The go-to-market in question was Chennai.
STEP 2. FEED DEMOGRAPHIC DATA:- Our proprietary algorithms calculate the population distributions & wealth index on a granular level using
satellite imagery.
STEP 3. ADD EXTERNAL DATA LAYERS:- TG identification, competition layers, commercial hubs, streets & traffic, etc.
STEP 4. ML-DRIVEN INSIGHTS:- Identity optimal locations for the best chances of success.
Acquisition Campaign
PROBLEM STATEMENT: Our client required assistance with their online marketing strategy and execution for 2 primary reasons:
- To increase their user base with new acquisitions primarily from Google & Facebook at the same time increasing their monthly spending 3x.
- To ensure that user-level tracking is fine and a metric they can rely on.
OPTIMISATION:
Phase 1: Extensive keyword research, made
use of app campaigns & tracking links switched to Appsflyer for accurate marketing attribution & analytics.
Phase 2: Identify TG for FB campaigns using delivery data for location, time of day, etc & created multiple audiences for hyperlocal targeting experiments. Split UAC campaigns into multiple targeting options so as to get better penetration and higher installs.
OPTIMISING CREATIVES: Ensure the promoted communication is more
focused on pricing, offers, quality of food, and speed of delivery.
OPTIMISING PRODUCT COMMUNICATION: Focus on differentiating factors like more ingredients, larger pizza at the same price, recipe/toppings, and also situational use cases as the ‘pizza’ industry to a large extent has become homogenous and people know what to expect.
IMPACT:
“WE ACHIEVED A CPI COST WHICH IS 50% LOWER THAN INDUSTRY STANDARDS AND A COST PER ACQUISITION WHICH WAS 30% LOWER THAN INDUSTRY STANDARDS SCALED-UP USER ACQUISITION KEEPING THE OTHERS CONSTANT BY 3X OVER 6 MONTHS SET UP REPORTING STRUCTURE FOR ACQUISITION CAMPAIGNS AS WELL AS MONITORING LTV AND RETENTION”
Some Of Our Major Client
