Case Study

Alsaree3

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Delivering Food, Delivering Success

App Marketing

A Baghdad-based online food delivery service, Alsaree3 is a prime-mover as the first-of-its-kind online food ordering app with a ground base of more than 100,000 customers and over 500 assorted restaurants. The brand’s mission is to facilitate the process of ordering and delivering food for its customers and it aspires to cater to the whole of Iraq.

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“HOP has a great team. We have been working with them since the time it was established. We have a great partner in HOP who has helped us achieve exponential scale in our business over time.”

– Riddhi Ojha

Chief Technology Officer

Alsaree3

THE CHALLENGE

In spite of a healthy number of app installs, the number of users’ first orders, app registrations & purchases via the app was steadily on the decline.

The objective was –

  • to increase the app installs, registrations, first orders, and purchases by 10-20% in Q1 and Q2 of the current year as compared to the previous year
  • to increase Purchases by 15% in Q1 and Q2 of the current year as compared to the previous year
  • to scale User First Orders by 20% in Q1 and Q2 of the current year as compared to the previous year
  • to boost App Installs by 10% in Q1 and Q2 of the current year as compared to the previous year

THE SOLUTION

After conducting an in-depth review, we studied the brand’s unique selling propositions (USPs), customers’ pain points and objections, the competition, and their digital strategies. This provided us with a better understanding of their service portfolio and clarified how we could position them as the best local choice.

We implemented the following measures –

  • Restructured paid campaigns with segregation based on the operating system to observe the most contributing OS & thereby allocate budgets for the highest-performing OS
  • Created app-based standard & custom events for main user touchpoints to understand user hiccups
  • Used hyper-local targeting in affluent areas in Iraq to drive higher purchase value
  • Segregated campaigns based on language (English vs Arabic) to learn user preference & thereby adjust creative messaging
  • Created high-quality & engaging ad creatives and content assets in order to scale installs, registrations & purchases.
  • Used promotion-driven creatives for first orders & purchases
  • Ran A/B tests extensively and adjusted campaigns on an ongoing basis
  • Used ad extensions to communicate the Alsaree3 USPs & quick call to action

THE IMPACT

We exceeded set expectations and over-achieved every objective set at the start of the project.

Here is an overview –

  • Achieved 26% & 12% scale in App Install Volume in Q1 and Q2 of the current year as compared to the previous year
  • Increased User First Orders by 75% & 42% in Q1 and Q2 of the current year as compared to the previous year
  • Scaled Purchases by 4.4% & 23% in Q1 and Q2 of the current year as compared to the previous year
  • Significantly decreased all cost metrics including CPI, CP Registration, CP UFO & CP purchase during the campaign period

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