Promotion of food delivery on Facebook: +1600 orders in the New Year period

Promoting your business and personal brand on Facebook

We have been working with a food delivery company for a long time and would like to share the results. From the list of services, the client chose to set up paid advertising on Facebook. We signed an NDA with the client, so we won't disclose their names and company.

1 398, 08 $

advertising campaign budget

1609

conversions on the site

1 $

average cost of conversion

Details

GEO

Odesa, Ukraine

Target audience

Men and women, 25-35 years old, from Odesa

Niche

Food delivery

The traffic was aimed at two goals: ordering on the website and installing the delivery app. However, the ads were mainly targeted at users who were already at some stage of the funnel. To attract new users, we changed the advertising strategy for December 2021, which would provide new customers and ensure delivery of orders for the New Year period.

The task

Client: online restaurant
Service: cooking and delivery of food
Location: Odesa
Goal: more than 1,000 new orders for the holidays
Traffic: to the landing page and the app – order conversion
Conversion price: up to $2 per order
Term of work: 1 month
Target audience: men and women, 25–35 years old, from Odesa.

Work progress

Optimization of the communication strategy

We fully optimized the current strategy to expand the reach of advertising from users at different stages of the funnel to a wider audience. Reviewed current advertising campaigns that only reached users at certain stages of the funnel and integrated a strategy to attract new customers.

Development of unique selling propositions (USP)

We developed several USPs for advertising campaigns focused on the New Year period. Unlike competitors who used discounts and promotional codes, we offered potential customers to try a special New Year's menu. We made sure that the USP reflected the current needs of the target audience and set the client apart from competitors.

Creating and updating creatives

We updated the existing advertising creatives, adapting them to the new strategy and adding elements that corresponded to the New Year's theme. We created several creatives for each stage of the funnel, which allowed us to test their effectiveness and optimize advertising campaigns.

Launch and manage advertising campaigns

We launched advertising campaigns covering all stages of the funnel: from familiarization with the service to upselling. We set up targeting for the target audience: men and women aged 25-35 living in Odesa. We closely monitored and analyzed the effectiveness of the campaigns, making the necessary adjustments to improve performance.

Expert comment

To begin with, we optimized our communication strategy at the end of November. Before that, advertising covered only users who were at some stages of the funnel and there was no influx of new users. After the upgrade, advertising began to cover all stages of the funnel, from familiarization to additional sales.

We started preparing for the launch of the ad.

We developed several variants of the USP for the advertisement that was intended to be promoted before the New Year holidays.
We updated the creatives used in the old advertising strategies.
We created several creatives for each stage of the funnel to test their effect.

It’s worth noting that most of our client’s competitors use discounts or gifts as their main advertising offer. We decided to follow a different scenario. Instead of promotional codes, we offered potential customers to try a special New Year’s menu.

This case study proves that to increase sales, even in highly competitive industries, you don’t always need to lower the price.

Results of Facebook promotion

Key results

1 398, 08 $

advertising campaign budget

1609

conversions on the site

1 $

average cost of conversion

After updating the strategy, advertising began to cover more stages of the funnel: from the first acquaintance with the company to additional sales.

As a result, for the period from December 1 to December 31, we got the following results:

Budget used: $1,398.08 / 38,311.82 UAH
Conversions: 1609
Average cost per conversion: $1 / 27 UAH
Total value* of conversions of the best campaign (329 conversions): $6,553.15 / 179,576.08 UAH

*The value of conversion of a purchase from a website is a metric that is calculated as the sum of the value parameters and a standard event. Sometimes it is impossible to take into account events or calculate their values directly because the necessary data is partially or completely missing. In such cases, statistical modeling can be used.

Conclusions

You don’t always need to specifically reduce the price to make users come to you. You can highlight it with a new offer, remind them of the need to buy through creative, and provide relevant strategies for promoting food delivery.

Our experts will be happy to assist you in running targeted advertising on a turnkey basis. Leave a request and our specialist will advise you in detail.

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