1112 Delivery

The Objective

Food is life for many Thais, and 1112 Delivery’s job is to keep them well-fed. As an online food delivery platform, 1112 Delivery offers scrumptious delights from many famous chain restaurants with just one click. But the platform wanted to satisfy more hungry customers in a country of 70 million people. To do that, 1112 Delivery required a targeted campaign that would leave a lasting impression. Its goal was simple: to engage and reach the foodies in Thailand’s TikTok community and entice them to install the app.

The Solution

When it comes to food delivery, the Land of Smiles has a buffet of options. 1112 Delivery needed a solid, broad-based strategy that would get customers to install its app. As such, it ran auction ads with the app install objective, alongside eye-catching native content powered by the TikTok Creative Programme.

1112 Delivery targeted Android users and maximized coverage across Thailand, with no limit on age groups and interests. This provided a large pool of potential installations. However, it excluded users who had already installed the app, made prior purchases and/or had registered but made no purchases, so that acquisition performance would not be diluted.

To optimize for the campaign, ads were run with placements split between Pangle, a TikTok For Business Audience Network which enables advertisers to reach extended audiences with an engaging and immersive experience, and TikTok. By adopting a mix of Pangle and TikTok placement, coupled with the use of a competitive bid price and a daily budget capped at 50 times, the campaign garnered higher conversion rates at lower cost per installation.

When it came to content, creative best practices and the TikTok Creative Programme came in handy. 1112 Delivery created videos comprising relatable everyday scenarios featuring regular people ordering from the app – peppered with quick dialogue and extra humour. Combined with high-tempo, upbeat music, the authentic and organic content portrayed realistic expectations of 1112 Delivery’s services which resonated with the viewers.

During the campaign, 1112 Delivery kept their different ads well-organized for quick insights generation and proper optimization. This was necessary to unlock the learning phase, when the platform figured out the most efficient way to reach the right audience. As it required 50 conversions to pass the learning phase, optimization within the first 1 to 4 days of the campaign to hit that target was key to the campaign’s success.

The Results

Overall, the campaign delivered a 6x lower CPI, 2.5x higher CTR and 2.9x increase in CVR. The vibrant food-loving community also certainly saw the fun in 1112 Delivery’s videos as the average watch time per video rose by 78% while the average watch time per person grew by 142%, showing that realness and creativity struck a chord with the audiences. Food holds a special place in Thailand, and as 1112 Delivery found out, laughter is a recipe for success.

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