MiQ empowers leading F&B brand to build consideration with enhanced performance strategies
Introduction:
MiQ, a programmatic media partner for marketers and agencies across industries, enabled a well-known food & beverage brand in the Indian market to level up its performance strategies.
Problem statement:
Help the brand in building consideration among the audience and drive customers towards app downloads and in-app actions.
Objective:
To drive installs & first orders for the app across cities
Execution:
MiQ as a programmatic solutions partner utilizes connected solutions in order to identify the right data sources, connect them together, and dig up insights for more effective targeting for its clients. For this particular campaign, MiQ came up with a dual approach to achieve an increase in the number of app installations and to drive first orders with respect to the same.
YouTube campaign
MiQ ran YouTube Campaigns in conjunction with Display App install campaigns to increase installs & first orders.
- To drive post-view installs, MiQ utilized YouTube formats across Used TruView, TrueView for Action
- To drive performance, MiQ further leveraged DV360’s App Install Creatives
- Optimization to best-performing combinations of City/Creative
Analytics Powered Optimization
- Optimized running campaign to late-night hours when users were placing orders
- Leveraged MiQ’s YT Insights to optimize to right channels/videos for improved performance
- Custom Bidding overlaid on the campaigns to drive first orders
- Custom Retargeting (installed but dormant users) segments to drive First Orders through integration
Results
MiQ’s strategies turned out to be a success for the brand as it lead to the following results:
- 90% reduction in the Cost Per Install across the campaign
- 30% reduction on Cost per First Order
Owing to the successful results, the campaign was renewed to run over a period of 3 months and was also extended to 3 cities.