Categories Name : MOBILE and TABLETS

Sub-Category : Best Use of Mobile to Drive Sales

Entry Name (Campaign) : Launch of Zepto: 10 Min Grocery Delivery via Xerxes by Xapads

Results

Zepto is present across 10 major cities in the country and aims to deliver daily goods and products to Indian homes within 10 minutes. Zepto wanted to create a buzz about its launch and USP, while Increasing its app install rates with a powerful brand recall value in the areas with the availability of its services. With Xapads effective campaign execution, Zepto was able to:
Reach: 35M+ users
Installs: 3x
Signup: 44.65%
First Order: 18.85%

"To execute the campaign successfully and attain the respective objectives, we proceeded with our SPEED strategy:
Wherein,
S- Segment specific target groups
P- Power up installs
E- Edge Over Competition
E- Enhanced User Acquisition
D- Delivered Results Rapidly

-In the S phase, we segmented our audience using our proprietary AI/ML engine, Xerxes on the basis of gender, age, individual interests, geographic locations and attributes to filter out our target audience user base.
-In the P phase, with the help of programmatic buying of Mobile Inventory and high-impact banner ads were placed across premium apps via Xerxes, to increase the reach and installs for the app.
-In the E phase, we highlighted Zepto's USP of 10 minutes delivery and marketing efforts in the creative to leverage the edge over the competition. We strategically showcased creatives across mobile In-Apps via contextual targeting. This was a vital phase as it resulted in a remarkable increase of app installs by 3x.
-In the next E phase, we aimed to enhance our user acquisition, to achieve success in this phase, we used A/B testing of creatives at the best-performing ad size of 320*50 and 300*250 to reach the our target audience across Premium App platforms.
-In the D phase, we analysed and delivered excellent results swiftly in very less time.