Context
A French retailer Intermarché, has been deploying its mobile application since 2018. The application includes the eCommerce offer – in order to place orders via the Drive service, access to all its information within the loyalty program, brochures and partner offers via the marketplace.
Issues
Addict Mobile, which supports Intermarché in this strategy, manages the campaigns targeting CPA and ROI objectives. The confinement period was a major challenge for mass retailers: they had to adapt quickly by increasing volumes while maintaining good performance Not forgetting, of course, the need to seize mobile opportunities!
Strategy
From January on, Snapchat was the source generating high CPMs, 2x lower CPIs than other sources, and 3x higher ROI than competing social sources. It is therefore natural that Addict Mobile teams teams wanted to exploit the full potential of Snapchat by increasing spent by 45% during the confinement while maintaining performance. Thanks to a rapid circulation of creative elements and the and the use of promotional codes, performance was immediately on track.
The results speak for themselves: an increase of ROI by more than 4 times over the period. Engagement with creative content has also increased significantly thanks to promotional creatives: the click rate has doubled. The cost per acquisition of new users was down 70% compared to January, proving that there was a great window of opportunity for the application during this period. It is also interesting to note that people over 35 years old were the ones who achieved the best ROI on the platform!
