Case Study
Strong results for talabat with a tasty Twitter campaign
Key Results
-30%
Cost per acquisition
+611%
Click to conversion rate
-16%
Cost per first purchase
The Opportunity
The food and grocery delivery sector was one of the few that was still operating during lockdown. Food delivery company talabat (@talabat) saw an opportunity to expand their Q-Commerce grocery solution, talabat mart, which brought more food experiences at home and allowed talabat to fill a gap in the market of quick grocery delivery. It took to Twitter to take advantage of Twitter’s Carousel Ads after seeing their powerful potential in UAE, expanding their campaign to other markets in the MENA region.
The strategy
The goal was simple: attract and incentivise new and existing customers to place their first order with @talabat. This meant driving brand awareness and app installs, so more users could get their fill – and they did it in three simple steps.
First, to build awareness, @talabat turned to Twitter’s powerful performance solutions, choosing Twitter carousel ads to deliver delicious food creative with simple copy.
As the campaign built momentum, the second step was to amplify the messaging by partnering with leading Twitter influencers. With creative sparks flying and new audiences within reach, @talabat’s strong visuals drove strong engagement and app installs.
The campaign continued to evolve, and was elevated once more with the creation of eye-catching Twitter video carousel ads, generating even more engagement with a feast for hungry eyes.
01
Keep it simple
@talabat set the mood for food by kicking off the campaign with clear messaging and appetising imagery – leaving the audience hungry for more.
02
Get connected
By partnering with key Twitter influencers, @talabat further elevated the campaign messaging –taking new audiences to their final destination, app installation.
03
Attract attention
As the campaign evolved, @talabat boosted takeaway cravings with more graphic-led video carousels, capturing attention with eye-catching visuals.
The Success
Taking full advantage of Twitter’s power to drive performance, @talabat stirred up a receptive audience. The cost per first purchase improved by 16%, with a 30% reduction in cost per acquisition from the second half of 2020. Meanwhile, the click-to-conversion rate increased by a staggering 611% in comparison with the second half of 2020.
We were positively surprised with the performance of our Twitter carousel ads in UAE during Q4 so in the end of 2020 and well into 2021 we expanded to other MENA markets, targeting audiences in various stages of the user journey. As the performance proved stable, Twitter became increasingly important partner in our digital marketing efforts.
