How we improved our Roas by three times using Creatives, Macro, micro-influencers and collaborators!

How we turned our ROAS 3 times using Creatives, Macro, micro-influencers and collaborators!

Long-term Strategy Vs Performance Vs Influencers Marketing in the case of Saas food delivery App.

Client: Saas Food delivery application ( Android and ios )

Ps: Before I was hired.?the marketing plan was created

The first step was branding (01/2020).

Before releasing the app, the marketing manager wanted to build a brand based on (Facebook ads and community management). This was a smart move, but it takes time, work, money, and consistency.

We started with:?

• Engagement Campaigns:
• Page likes Campaigns: 10K Goal
• Some post engagement: we promoted some posts in order to test it.

The creatives were perfectly done ( But it did not perform well in our ad campaigns )?

The results improved when some changes were made to the angles, text, and elements.

02/2020: the campaigns were stopped ( technical reasons )?

Results:?

• There are no new posts.?
• The Page engagement rate decreased.

03/2020: we Launched our App on android,

We noticed that :?

• Organic app installs ( Facebook page and Instagram account ) were very low?

We ran App installs ads on Facebook&Instagram

• Core audience ( interest-based / Broad ) performed better than Custom audiences ( Page Engagers 30 Days )?

April 2020: ( Covid19 ) our process has been stopped by the lockdown

2021?

Relaunching our campaigns, we made the decision to focus more on performance ( No long-term Process)

The main problem was :

• Low Performance?
• We could not track the result properly?

We focused more on the ad creatives, The social media designs Vs Videos:

• Image won the game: lower CPC but with low app installs
• The animation videos were not good at all ( in terms of clicks )

Our cost per App install was: 0.9 Dollars?

We still had the same problem.

The shift:?

We began collaborating with major influencers in that area: Macro and micro

• We started working with micro-influencers?

topics :?

• What is our app
• How to order??
• I ordered using this App and this is what i received
• Lifestyle?
• Humour videos

We tested all the other videos, and the lifestyle video came out on top. We obtained cheaper CPC and a high amount of app installs.

After 10 days, our lifestyle video started to falter. We tried some iterations, but the results were not up to the task.

We contacted a macro influencer

Funnel:?

1. Tofu: Story telling.
2. Mofu: how to order via this app + lifestyle content
3. Bofu: Discount?

We used the top performers video with the prospecting campaign.

Results: we got 3000 app instals in 1 week (the average was 1/3 of clicks installed the app)

However, using this tactic, this ratio increased to 50%.?

When the results start to decline, we switch to a different content creator. We use that content in our prospecting campaigns if we discover it has a positive impact.

The cost per App install were : 0.4 Dollar

Expanding to another area

For this new area, we used the same winning creatives, but the results weren't great.

we tested various angles and worked with local content creators(TikTok & Instagram)

But, no changes

Therefore,

?we created content for the most reputed restaurant in the neighbourhood. and we used it in our campaigns

The results were comparable to those of the macro influencer: we received 3000 app installs in that limited area.

Facebook ads Setup Checklist :

https://belkaidomar.notion.site/Meta-Facebook-Ads-management-setup-By-Omar-Belkaid-829802c66b9e4676921e6d18c5122ecf

Omar