Although the app was extremely pioneering in the market and had a great product, they were far from optimized in the PPC area. When we first got our hands on it, we noticed several errors:

Several of the campaigns were not segmented by placement, age, gender, or even the right audiences. There was no retargeting being made, and the creatives were just general images with texts such as “Get food from your favorite restaurant”. There were no specific campaigns for each buyer persona and there was no temporality used.

We created a testing strategy to learn from what was working on different marketing channels (online and offline). A communication channel was set up to ensure minimal spend was required to shorten the learning phases.

We parted from the principle that everything that had not been tested before was an assumption and that it couldn’t be discarded.

After several tests and $10,000 USD spent, we learn that users responded to fresh messages, and that were particular to their mood. What worked best was using sports or other external events to communicate a sense of need to the customers. The main value was not getting anything you wanted, but the time that they saved and how they could use it for something else: from watching a game to going to get their nails done.

The first great message to work is: Ran out of chips? Don’t miss the game! Order at “xx” and get it in minutes”.