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Offering ‘Delicious Meals at the click of a button”, Faasos aims to answer one of the most sought after question in young urban Indian minds “#AajKhaneMeKyaHai?. With a wide range of Breakfast, Indian meal boxes, Chinese, South Indian, Rice and Biryani combos, a world of Wraps and Lip smacking Desserts, Faasos today satiates the hunger of its 40 Lakh+ customers, spread across 15 cities, from 9 am till midnight. 365 days a year!!

Backed by an in-house delivery team and seamless app, they are serving 30,000 meals a day everyday!

Goal
The Goal

While Faasos was quickly expanding its offline footprint across major cities in India, their online goal was multifold:

  • Acquire new relevant users on the mobile at lower cost
  • Scale up transactions through mobile app and web while keeping a tab on the online cost per order
Approach
The Approach

Sokrati supported Faasos goal by quickly scaling up new user acquisition on the mobile app. A two-pronged strategy was implemented to simultaneously scale user-acquisition and activate dormant users on the mobile app.

Using Sokrati’s suite of tools, right audience was identified and targeted with Google Search and Display campaigns. Tightly themed campaigns were used to reach them at the time of decision making to maintain top-of-the-mind recall.

Solution
The Solution
  • Achieving Volumes
    600+ Google Campaigns were launched to ensure total coverage across multiple keyword themes- purchase intent, restaurant, city, cuisine, offers and mealtimes. Remarketing campaigns were launched to activate the dormant and inactive users to further scale up the order volume.
  • Quality of Users
    Marketing funnel across 15 cities was decoded and customer cohorts were created on the basis of dropouts at each funnel step. Furthermore, theme based campaigns were created targeting each of these User Cohorts with customized ad copies and differential bidding.
  • Minimise CAC
    Sokrati’s suite of tools were used to optimize campaigns on the basis of best performing hours/days promoting thus enabling the team to capitalize on the right time to reach out to each user with the relevant meal menu which in turn helped in achieving lower CAC and garner more orders.
  • Funnel Segmentation
    Users were segmented on the basis of their journey through the various conversion funnel steps. A mix of Keywords capturing the user intent at Awareness, Consideration, Desire and Action were targeted. Customised ad copies, images and bids were used to get maximum new users and repeat orders at optimised costs.
  • Bundling
    To boost order volume, ads were bundled together for different meals. This helped in boosting both user engagement and order volume. Banners promoting bundled meals and bundle offers were used. This helped in improving CTR’s by 5%.
Key Wins
Key Wins

4.8X

Increase in user acquisitions on mobile app and 67% reduction in Cost-per-order on mobile app

26%

Increase in share of Non Brand based Keyword Transactions on mobile app

70%

Increase in orders and 63% reduction in Cost-Per-Order from from Website through Remarketing Campaigns.

testimonial
Testimonial

Sokrati has been like an extension of our in-house digital team, working out opportunities to boost performance day in and out on google platform. They have been instrumental in designing campaigns which were efficient in scaling up new user acquisition on both web and app. The team constantly monitored and innovated to deliver growth at an optimized acquisition cost. It has truly been a pleasure to work with team Sokrati.

Sagar Kochhar, Sr.VP Marketing, Faasos
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