The biggest challenge:
– The client’s strategy initially relied on ad campaign sales being limited to Talabat app sales only, without paying attention to the rest of the sales outlets such as branch sales and direct sales through phone calls or ordering through WhatsApp and Instagram, and relying on a unified direction in the content without using any content specific to celebrities or influencers.
– The restaurant has two branches that differ in delivery areas and working hours, and each has a different link in the ads.
– There is no way to build an integrated system to track purchases through the Talabat app by linking pixels directly, and the only available thing was to track the number of successful referrals from the restaurant’s temporary page to the Talabat app, and clicking on the Talabat link from the site was adopted as the effective referral in our campaigns.
Situation before the transformation
– The restaurant opened only two weeks before the start of our ad campaigns, and there wasn’t enough information about the existence of profitable content or products that could be relied upon with the launch of ad campaigns.
– There was no website for the restaurant and reliance was only on the Talabat application for the two branches (Jahra – Mahboula)
Plan and sales goals
Before starting the ad campaigns:
– The impact of ad campaigns on increasing daily sales in the branches was clarified.
– In the absence of a website for the restaurant, a tool from MAKASEB Company was used to serve as a temporary free website for the restaurant, which displays a link to the two main branches of the restaurant in addition to some information about delivery and time, and the basic pixels of the platforms were linked to this tool, thus enabling the possibility of running any type of campaign, with the possibility of monitoring and analyzing various data through this tool.
– After studying the restaurant, its performance and sales during the first two weeks upon the opening and examining everything related to products and competitors, we developed our plan and sales goal during the first month.
Initial sales target = achieving sales exceeding 4,000 KWD per month with a budget not exceeding 600 KWD and a ROAS exceeding 5X.
Launching ads from testing to expanding the budget
The launch and testing phase:
First: Ad content:
– We developed a plan to produce content for photos and videos of all kinds, with the focus on displaying food in a delicious and attractive way, showing the quality and cleanliness in preparing the product, and preparing a large group of competitors’ videos to serve as a reference for the content creator.
– Focus on having content specific to new offers in a constantly renewed manner.
– Content based on celebrity or influencer promotion of products was not relied upon.
– Focus on producing 3 to 6 videos per week through the video editors team at MAKASEB, by adding some popular and trendy sounds to some videos to suit the target age group, and benefiting from delicious food shots in compiled videos with simple modifications.
Second: Advertising campaigns:-
The test began on the platforms (Meta – TikTok) and then Snapchat to test the best platforms, campaigns, target audience, content, and others.
– Target audience: Campaigns were run to test a different set of interests, age groups and gender, as well as testing the absence of interests in campaigns, to reach the best quality audience to expand in.
– Different types of campaigns were run from direct conversion campaigns and on-site conversion campaigns and others, until the best performing campaigns were chosen, and the best in terms of audience quality.
– More than one different type of content was used to choose the successful content that we will rely on in the scaling campaigns.
Testing stage:
First: Meta
– Campaigns were launched with interests as general campaigns, the goal of which was to spread widely, and to determine the quality of the audience for each type of campaign and different targets.
– Enhanced shopping campaigns relied upon advantage + shopping campaigns to reach the best possible audience at the lowest cost.
Second: TikTok:
Direct conversion campaigns were relied upon to ensure the best possible quality for the target audience with conversion campaigns on our temporary site.
Third: Snapchat:
Conversion campaigns were run on the site
Scaling phase:
– The testing period lasted a few days and things became clear to us to start the scaling phase.
– It turned out that the best platforms in terms of audience quality, strong interaction with content and referral to the site, were, in order:
1- TikTok
2- Meta
3- Snapchat
First, TikTok:
– TikTok was relied upon to be the first and primary platform to convert the audience to the temporary site, which includes links to requests at the lowest possible cost.
– The most successful campaigns on TikTok were direct conversion campaigns and conversion campaigns on the site (traffic) with interests and age groups specified to include young people only.
– Retargeting campaigns for the same audience, but with images containing the offers provided or with special messages distinguished by retargeting.
Secondly, Meta:
In Meta, the most successful campaigns were the enhanced shopping campaigns (advantage+ shopping campaign) and the retargeting campaigns.
Thirdly, Snapchat:
– It was launched a little later than other platforms after the best audience and content were confirmed, and direct conversion campaigns were run.
– The successful conversion is calculated by clicking on the requests link from within the site.
Result during the first month only:
– Sales worth 12,797 KWD were achieved in just one month.
– At a total cost of about 2,107 KWD.
– With a return rate on ad spend of 6X.
Thus, the restaurant was able to achieve remarkable results during the first month of launching the ad campaigns, thanks to well-executed strategies in selecting platforms and targeting the right audience. By relying on engaging content and fresh offers, the return on ad spend increased sixfold, reflecting the success of the comprehensive methodology we use in our marketing campaigns at MAKASEB.
