The Objective
talabat is the number one food delivery service in the Middle East, giving customers across the region access to delivery from restaurants and grocery stores in their area. When it came to rebranding Otlob to talabat in Egypt, they knew TikTok was the perfect platform to help them reach a new audience with their fresh tone of voice.
The Solution
For talabat, when introducing the new brand, securing both big reach and big impact were key – which is why they chose a two-tier approach for getting their message across to the TikTok community.
First, a TopView was created that depicted the simple order process in a light-hearted and engaging video. This premium placement is the first video a user sees when opening the app, before merging into the first video of the feed.
Next, talabat used the self-serve platform to deploy their video as an In-Feed Auction Ad – retargeting users who engaged with the TopView to further strengthen the message. Allowing you to control the costs of your campaign, In-Feed Auction ads are paid for using bids – the maximum cost per outcome a brand is prepared to pay – within a set budget per day or campaign. talabat's goal was to drive app installs and food orders from new customers.
This two-tier approach helped talabat' s new service gain maximum exposure within Egypt’s TikTok community.
The Results
The talabat campaign over-delivered across all targets, giving the service the perfect launch in Egypt. The TopView gained more than 9 million impressions – almost double the projected result – while driving an incredible 1.9 million clicks to the talabat website. Translating into a click-through rate of over 21%, it’s clear that this ad format was the ideal choice for talabat and their latest market. talabat’s In-Feed Auction Ads also saw an increase in CTR from 0.76% to 2.15% once the TopView ad was live.
