Tasks:

• Attract new audiences and increase active users.
• Raise brand awareness.
• Reduce the cost per click to Instagram to $0.10.
• Optimize the app installation cost.
• Improve account presentation to increase trust.
• Create compelling creatives in various formats.

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Action Route:

Analysis and Research:

• Conducted market analysis to adapt the strategy to local features and user needs.
• Surveys were conducted to understand audience opinions and preferences, which allowed for the development of a new brand positioning based on the data gathered.

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Social Media Strategy:

• Chose a bright, "tasty" visual style with a focus on appetizing food photos and a light, youthful tone, incorporating English words.
• Developed a content rubric featuring stories about partner restaurants, new menu items, and positioning the service as "close and fast."
• The profile was designed to create a feeling of accessibility, like a "friend" who is always there.
• Created and produced video content, including editing Reels for social media and advertising.

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Traffic Generation Tools:

• Launched targeted ads on Facebook and Instagram to raise brand awareness and increase app installations.
• Collaborated with bloggers and UGC creators to increase downloads and expand reach.
• Optimized unique offers (free delivery above a certain amount and bonuses to motivate customers).

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‍Results:

• Reduced cost per click on Instagram to $0.07.
• The cost per app installation was $5, ensuring profitable user acquisition.
• Increased the number of orders and customer loyalty, with a 4x increase in conversion for app downloads.

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