foodpanda

The objective

New user acquisition with App Install Campaigns

foodpanda is an online food and grocery-delivery platform under Delivery Hero, operating in more than 400 cities across 11 markets in Asia. Since joining TikTok, foodpanda has tested and optimised with an array of content, from TVC-remixed content featuring their brand mascot, Pau Pau, to lifestyle content featuring the range of cuisine offered. foodpanda wanted to drive cost-efficient new user acquisition through TikTok and test the impact of Interactive Add-Ons in optimising the campaign.

The solution

Improving acquisition rates through Interactive Add-Ons to call out key offerings

foodpanda ran an Install campaign with App Event Optimisation and the Display Card Interactive Add-On to drive click-through and conversion rates. The Display Card featured an easy-to-read call-out, "Rs.250 off* your first order," creating urgency to encourage click-throughs and conversions.

Using Display Cards gave foodpanda more flexibility in updating the ad's promotional code to remain competitive in the food delivery industry. They were able to modify the Display Card content internally instead of having to update the entire videos when the promotional code changed.

The results

Incremental acquisition increases

foodpanda tested the impact of Display Card through a split test while following TikTok best practices.

Over the course of the test, ads with Display Cards saw 35% more acquisitions and 24% more installs than those without. They also see increased cost efficiencies, such as 26% lower cost per acquisition and 20% lower cost per install.

Upon seeing the success of Display Card, foodpanda was able to pivot towards featuring promotional content via add-ons, while exploring other Interactive Add-Ons that drive click-throughs and conversions such as Gift Code Sticker.