iFood was founded in 2011 and has quickly grown to be the leading food delivery service of Brazil. iFood caught the eye of tech powerhouses, Movile and Just Eat, and are now financially backed by both companies. Their easy-to-use digital food delivery service has gained so much popularity that the company expanded their services to new international markets; Mexico, Argentina and Colombia.
In order to be competitive in the off-premise market—going against restaurant brands as well as other foodservice providers like supermarkets—operators need to address who they are going after and how. (“Consumers Are Upping Restaurant Delivery,” Restaurant Business). Luckily for iFood, this challenge was solved; iFood knows that people tend to order delivery when it’s raining out. And we’ve all been there, right? It’s raining outside and you’re sitting at home deep into a Netflix binge when hunger strikes. You then scour through your fridge, quickly realizing there’s nothing microwaveable inside…
This is precisely the moment and the audience iFood wanted to capitalize on and was able to with Kenshoo.
iFood leveraged Kenshoo’s Weather-Triggered Automated Actions to serve the right ads during the right weather conditions, automatically. The team set up a rule-based Automated Action with a geo-targeted weather filter that triggered ads promoting convenient food deliveries in areas where it was raining. They also triggered creative refreshes based on the weather so that not only were the right people served with ads, but also with the right type of ad depending on the specific conditions.
When executed, if someone scrolled through their Facebook feed as it was raining outside, they would then see an ad of someone eating happily at home due to iFood’s amazingly fast delivery service.
With Kenshoo, iFood was able to expand from serving their current customer base of people in search for food delivery to reaching a whole new audience of people who never knew they needed it.
And the results were impressive! iFood found that they had a surge of efficient downloads during rainy weather conditions. So much so that they actually achieved 36% lower cost per installs for their rainy day campaigns. An innovative technology that’s getting innovative with its marketing strategy led to a win-win for everyone! Hungry folks got fed, and iFood acquired new business.
With the power of Kenshoo’s Automated Actions and iFood’s quick delivery service. iFood put an end to hunger and decreased their Cost-Per-App Install along the way.
iFood is constantly challenged to stay competitive in a world where major restaurant brands and grocery store chains are competing for consumers.
And the results were impressive! iFood found that they had a surge of efficient downloads during rainy weather conditions. So much so that they actually achieved 36% lower cost per installs for their rainy day campaigns.