Case Study | Mobile App Retargeting
Re-engaged Users Drive Purchases
Company Overview
Pizza Hut Delivery is a quick pizza delivery service
Pizza Hut is a globally known pizza restaurant chain available in Indonesia since 1984.
Pizza Hut Delivery (PHD) developed in 2007 and has adapted its services to match the Indonesian city lifestyle, offering carry out or delivery only options.
Challenge
• Drive previous purchasers to purchase again
• Engage users using special offers
• Achieve retargeting eCPA of $2.50 per order
Solution
• Identify user segments and build funnels around postback events to indicate highly-engaged users, across different recency periods (15/30 days).
• Target users who have shown interest and viewed the menu in the last 15 days.
• Reactivate dormant high-value users who have shown activity of ‘add to cart’ in the last 30 days (non-converted users).
• Retain existing customer by targeting users who have completed purchase in the last 30 days (converted users).
• Perform creative A/B testing to each user segment to achieve higher click and conversion rates to better match creatives to consumer interests.
• Engage users with Valentines Day promotional creatives to drive purchase rates.
“ More people are working from home, which meant that we were seeing a natural increase in organic installs. By utilizing app retargeting, we were able to increase usage activity and see a lift in purchases. This was just what was needed: a quick solution to respond to the market. ”
- Manager at Pizza Hut Delivery
Results
Through creative testing and strategic targeting, we achieved the eCPA goal for re-engaged users rather quickly. Tests to each targeted user group focused on vetting and fine-tuning creatives were effective, illustrating that creative optimization was a key factor in campaign success. This, in conjunction with a holiday special promotion, led to purchases doubling during the same time frame, skyrocketing return on investment.
Pizza Hut Delivery Success Story Case Study | Mobile App Retargeting Re-engaged Users Drive Purchases
• Achieved retargeting eCPA of $2.50 in the second month of the campaign
• Achieved high purchase rate of more than 50% during holiday promotion
• Reached target CPA and increase purchase KPIs
As the high performance of the holiday specific budgeting concluded, a mutual decision of implementing a similar strategy towards the sudden requirement for people to work from home was quickly executed. As more organic traffic flooded the food delivery market, a retargeting strategy was key to winning over those considering multiple options for meal delivery. This allowed for an even greater increase of delivery in conversions and pizza, that may have been lost otherwise.
