PedidosYa
Generating connections that turn into customers.
Context
Delivery Hero operates in over 70 countries, and one of its main focuses is to scale PedidosYa in Latin America. Growing this type of business is always a challenge, considering it is a highly competitive market where customers have many alternatives available.
Objective
To continue growing, PedidosYa needed to acquire new customers who would place a first order and try to retain them over time. For this, they turned to TikTok.
Solution
TikTok was the ideal platform to reach a broad and diverse audience, which in many cases did not overlap with audiences from other platforms. Additionally, it was perfect for generating strong enough connections to motivate people to take action.
Content was created to connect with users based on authentic insights, tailored to the style and dynamics of TikTok. This content aimed to stimulate app downloads among those who had not yet used it, excluding users who were already part of the customer base at that time.
This strategy was enhanced through various formats that allowed for both amplifying reach (In Feed Ads and Spark Ads) and driving engagement and action (Interactive Add-Ons, Video Shopping Ads, Display Cards).
Results
After several months of adjusting the content strategy and seeing positive results, we proceeded to measure the incremental impact TikTok had on performance campaigns in Argentina.
A Conversion Lift Study was conducted to evaluate the impact of TikTok on users who were exposed to the ads compared to those who were not. This is how we observed the incremental impact with a study we ran over a month in the second quarter of 2024, where the results were remarkable:
TikTok increased the likelihood of first purchases among users who downloaded the app, improving this metric by 11.43%.
TikTok contributed to a 6.99% increase in incremental sales on the app.
For the "Add to Cart" action, users exposed to TikTok ads showed an 8.07% increase compared to those who were not.
These results reflect how TikTok became a key channel in PedidosYa's user acquisition and retention strategy, not only contributing to a differential improvement in regular customers' purchases but also demonstrating that new users were of higher quality. Thus, TikTok became not only an essential channel in their strategies but also a strategic partner.
We chose TikTok as one of the main channels to achieve our goal of increasing our active user base due to its ability to reach a unique audience in an original way.