Ten Bis is an online food ordering and delivery website, the largest in Israel. Until now, the company worked mostly with other companies, ordering straight through the website, and now it offers a new service, using a mobile app, and opening the service to the private market. Individuals using this service enjoy secure payment, as well as exclusive offers and discounts.
Ten Bis came to us in order to promote its new app using a Facebook campaign. The case study was published on the Facebook for Business website.
Facebook as a tool for launching a food ordering app:
Background:
Fialkov Digital is an advertising agency focusing on internet sales and lead generation. It specializes in using and implementing advanced tools on social networks and Google, with an emphasis on advanced advertising on Facebook. Ten Bis is the largest food ordering and delivery website in Israel, established over 14 years ago, providing services for more than 3,000 companies across all sectors, and managing a database of over 3,500 restaurants and food establishments.
Objective:
Ten Bis used Facebook in order to get users to download its app and order food deliveries through it. For the campaign, we utilized Facebook to reach a large audience. This campaign was targeted at promoting and encouraging downloads of the Ten Bis application and captured the attention of thousands of new users who downloaded the app.
Using the Custom Audience tool helped engage customers who had already downloaded the app and motivated them to use it again.
“The installation campaign for Ten Bis was a great success. Through the campaign, we achieved a high volume of downloads at low costs, thanks to the right combination of creative content and precise target audience reach. In just one month, over 6,500 users installed the app at a cost of only 94 cents per install through the campaign.
After users installed the app and registered, we re-engaged them using our app engagement campaign to encourage activity within the app and meal orders through it – which was also a great success.”
Tal Forman, Campaign Manager, Fialkov Digital:
“Using Facebook allowed us to reach a very broad target audience to launch the app’s introductory campaign and test its target demographics. Later, it enabled us to focus on the specific audience where the campaign performed best, delivering optimal results. In the second campaign—the engagement campaign—Facebook’s tools allowed us to target anyone who had downloaded the app based on their location and the operating hours of restaurants in their area, which drove excellent purchase results for customers acquired through Facebook.”
Tomer Pepper, Ten Bis CEO
Marketing Strategy:
First of all, Ten Bis needed to identify its relevant target audience and encourage them to download the app. The company collaborated with Fialkov Digital, and together they launched a cost-effective campaign that yielded impressive results. By targeting audiences with app-install ads, Ten Bis was able to reach demographics known for their interest in food, restaurants, singles, and relatively young age groups.
Another audience we targeted was people who had already downloaded the app. The ads encouraged this group to order through the app by providing incentives, offering exclusive deals, and highlighting promotions at nearby restaurants.
Ten Bis’ ongoing campaign helped them rapidly build a database of new, engaged users every month.
Creative:
Facebook tailors ads to the user and their specific interests. It is possible to use Facebook’s tools to define audiences that are even more relevant for food delivery, and through Facebook ads, encourage them to download the app.
We launched a dedicated campaign for users who had already downloaded the app, tailored to their residential area for ordering along with a special promotion for restaurants in that vicinity.
Bottom Line:
Between October 2015 and January 2016, Ten Bis achieved:
15,000 new downloads
and 70,000 interactions / in-app actions.
About the author:
Vered Barel is the Client Manager and Content Writer at Fialkov Digital.