Faasos scales up its new user acquisitions with Merkle Sokrati's right suite of tools for Campaign Optimization

Challenge

While Faasos was quickly expanding its offline footprint across major cities in India, their online challenges were multifold:

Acquire new relevant users on the mobile at lower cost
Scale up transactions through mobile app and web while keeping a tab on the online cost per order

Approach

Sokrati supported Faasos goal by quickly scaling up new user acquisition on the mobile app. A two-pronged strategy was implemented to simultaneously scale user-acquisition and activate dormant users on the mobile app.

Using Sokrati’s suite of tools, the right audience was identified and targeted with Google Search and Display campaigns. Tightly themed campaigns were used to reach them at the time of decision making to maintain top-of-the-mind recall.

“Sokrati has been like an extension of our in-house digital team, working out opportunities to boost performance day in and out on Google platform. They have been instrumental in designing campaigns which were efficient in scaling up new user acquisition on both web and app. The team constantly monitored and innovated to deliver growth at an optimized acquisition cost. It has truly been a pleasure to work with team Sokrati.”

Sagar Kochhar

Sr.VP Marketing, Faasos

Challenge

While Faasos was quickly expanding its offline footprint across major cities in India, their online challenges were multifold:

Acquire new relevant users on the mobile at lower cost
Scale up transactions through mobile app and web while keeping a tab on the online cost per order

Approach

Sagar Kochhar

Sr.VP Marketing, Faasos

Results:

4.8X

Increase in user acquisitions on mobile app and 67% reduction in Cost-per-order on mobile app

26%

Increase in share of Non Brand based Keyword Transactions on mobile app

70%

Increase in orders and 63% reduction in Cost-Per-Order from from Website through Remarketing Campaigns.

Keys to success:

600+ Google Campaigns were launched to ensure total coverage across multiple keyword themes- purchase intent, restaurant, city, cuisine, offers and mealtimes.
Marketing funnel across 15 cities was decoded and customer cohorts were created based on dropouts at each funnel step followed by creation of theme-based campaigns.
Merkle Sokrati’s suite of tools were used to optimize campaigns based on best performing hours/days helped in achieving lower CAC and garner more orders.
Customer Segmentation was done by understanding the user intent at various steps in the marketing funnel.
To boost order volume, ads were bundled together for different meals. This helped in boosting both user engagement and order volume