{"id":731,"date":"2021-11-10T09:12:49","date_gmt":"2021-11-10T09:12:49","guid":{"rendered":"https:\/\/zorka.agency\/?p=731"},"modified":"2022-04-11T12:11:11","modified_gmt":"2022-04-11T12:11:11","slug":"case-study-zorka-scale-x-mrspeedy","status":"publish","type":"post","link":"https:\/\/zorka.agency\/blog\/case-study-zorka-scale-x-mrspeedy\/","title":{"rendered":"Case Study: Zorka.Agency x MrSpeedy"},"content":{"rendered":"<div class=\"m-border-top block\">\r\n    <div class=\"block__col-1\">\r\n        <h3>About service<\/h3>\r\n    <\/div>\r\n    <div class=\"block__col-2\">\r\n        <p><span style=\"font-weight: 400;\">In 2018, <\/span><a href=\"https:\/\/mrspeedy.ph\/\"><span style=\"font-weight: 400;\">MrSpeedy<\/span><\/a><span style=\"font-weight: 400;\"> \u2013 one of the companies that operated by the global crowdsourced delivery service <\/span><a href=\"https:\/\/dostavista.global\/\"><span style=\"font-weight: 400;\">Dostavista<\/span><\/a><span style=\"font-weight: 400;\"> \u2013 became a new competitor on the market of courier delivery in the Philippines. The company offers a courier delivery service of nearly any goods, which are delivered from point A to point B by motorbike or car. As the name suggests, the main advantages you get to enjoy when placing an order with <\/span><a href=\"https:\/\/mrspeedy.ph\/\"><span style=\"font-weight: 400;\">MrSpeedy<\/span><\/a><span style=\"font-weight: 400;\"> are fast delivery and affordables prices.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">The app for iOS was released on 8 December 2018. Then the Android app became available on 14 February 2019. The app is now also available on HUAWEI AppGallery. Currently, the app\u2019s user base is 1+ million users.<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-732\" src=\"https:\/\/zorka.agency\/wp-content\/uploads\/2021\/11\/MrSpeedy-03-scaled.jpg\" alt=\"\" width=\"2560\" height=\"1441\" srcset=\"https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/MrSpeedy-03-scaled.jpg 2560w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/MrSpeedy-03-300x169.jpg 300w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/MrSpeedy-03-1024x576.jpg 1024w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/MrSpeedy-03-768x432.jpg 768w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/MrSpeedy-03-1536x865.jpg 1536w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/MrSpeedy-03-2048x1153.jpg 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/span><\/p>\n<h6><i><span style=\"font-weight: 400;\">The app\u2019s screenshots on Google Play<\/span><\/i><\/h6>\n<p>&nbsp;<\/p>\n    <\/div>\r\n<\/div>\r\n\n\n<div class=\"m-border-top block\">\r\n    <div class=\"block__col-1\">\r\n        <h3>Time to scale up<\/h3>\r\n    <\/div>\r\n    <div class=\"block__col-2\">\r\n        <p><span style=\"font-weight: 400;\">At first, MrSpeedy\u2019s course of development was quite typical for many startups which have just entered the market. Its audience grew organically, mainly thanks to word-of-mouth. As a result, it gave MrSpeedy enough time to test the application for quality assurance and to build a strong product development team.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">As the service developed, the MrSpeedy team realised that they needed to expand and boost their further growth. In 2020 they decided to focus their marketing strategy on paid user acquisition. Before the launch of the advertising campaigns, the client&#8217;s marketing objectives were the following:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Goal \u2013\u00a0to acquire new users and encourage them to make an in-app purchase<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The agency\u2019s CPA rate per each first order made by a unique user \u2013 $11<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">GEO \u2013 The Greater Manila Area<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Acceptable volume of ad fraud traffic &#8211; 1% <\/span><\/li>\n<\/ul>\n    <\/div>\r\n<\/div>\r\n\n\n<div class=\"m-border-top block\">\r\n    <div class=\"block__col-1\">\r\n        <h3>Launching ad campaigns<\/h3>\r\n    <\/div>\r\n    <div class=\"block__col-2\">\r\n        <p><span style=\"font-weight: 400;\">MrSpeedy is a relatively new service, and its team didn\u2019t run any full-scale UA campaigns until 2020. Therefore, we decided to promote the app via the most popular sources first: Google Ads and Facebook Ads.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Also, we\u2019ve added Appnext, an OEM traffic source, to the list. This platform has been gaining popularity over the last few years. It had a really important feature that made us consider working with this source. Unlike in-app traffic sources, Appnext doesn\u2019t necessarily require any extensive data about the app\u2019s users. This allows advertising campaigns to be run for new products as well. <\/span><\/p>\n    <\/div>\r\n<\/div>\r\n\n\n<div class=\"m-border-top block\">\r\n    <div class=\"block__col-1\">\r\n        <h3>Google Ads<\/h3>\r\n    <\/div>\r\n    <div class=\"block__col-2\">\r\n        <p><span style=\"font-weight: 400;\">As for Google Ads, we decided to focus on running video advertising campaigns. To be specific, YouTube was chosen as the primary platform. Traditionally, YouTube performed better for app advertising across Google\u2019s largest properties <\/span><a href=\"https:\/\/support.google.com\/google-ads\/answer\/6247380?hl=en\"><span style=\"font-weight: 400;\">including<\/span><\/a><span style=\"font-weight: 400;\"> Search, Google Play, YouTube, Discover on Google Search, and the Google Display Network. The official <\/span><a href=\"https:\/\/www.youtube.com\/channel\/UCt5FsCdOj4XD3-Jf3kIq8jA\"><span style=\"font-weight: 400;\">MrSpeedy<\/span><\/a><span style=\"font-weight: 400;\"> YouTube channel was created specifically for this purpose, and all the advertising content was then uploaded there for testing. In the campaign settings, the optimisation model aligned with the target in-app action \u2013 making the first order.\u00a0\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">However, the Zorka.Agency team was not launching the advertising campaigns on their own. At the same time, the in-house MrSpeedy media buying team was working on that. The teams divided their responsibilities evenly. To be exact, Zorka.Agency was promoting the Android app whereas the client\u2019s team was focused solely on the app for iOS users.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-733\" src=\"https:\/\/zorka.agency\/wp-content\/uploads\/2021\/11\/YT_1.png\" alt=\"\" width=\"1424\" height=\"646\" srcset=\"https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/YT_1.png 1424w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/YT_1-300x136.png 300w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/YT_1-1024x465.png 1024w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/YT_1-768x348.png 768w\" sizes=\"auto, (max-width: 1424px) 100vw, 1424px\" \/><\/p>\n<h6><i><span style=\"font-weight: 400;\">Advertising video on MrSpeedy youtube channel<\/span><\/i><\/h6>\n<p>&nbsp;<\/p>\n    <\/div>\r\n<\/div>\r\n\n\n<div class=\"m-border-top block\">\r\n    <div class=\"block__col-1\">\r\n        <h3>Facebook Ads<\/h3>\r\n    <\/div>\r\n    <div class=\"block__col-2\">\r\n        <p><span style=\"font-weight: 400;\">As for this traffic source, there was no division based on the operating system. The advertising campaigns for Android and iOS versions were run by both Zorka.Agency specialists and MrSpeedy&#8217;s in-house team.<\/span><span style=\"font-weight: 400;\"><\/p>\n<p><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Following all the common practices of advertising on Facebook, the first test ads were videos and static creatives targeting Look-alike audiences. Also, the ad campaign was optimised for a targeted action. By that time the Facebook SDK had already gathered enough statistics.\u00a0\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">It is generally assumed that video ads perform much better than static image ads. But that wasn\u2019t the case with MrSpeedy. Surprisingly, it was the other way around. The groups of static ads with broad targeting (men and women aged 18-44) performed quite well. In the course of several months we couldn\u2019t believe our eyes. We kept testing the Look-alike\u00a0 segment, but such ad campaigns were never profitable in the end. <\/span><\/p>\n<p>&nbsp;<\/p>\n    <\/div>\r\n<\/div>\r\n\n\n<div class=\"m-border-top block\">\r\n    <div class=\"block__col-1\">\r\n        <h3>Appnext &#038; OEM<\/h3>\r\n    <\/div>\r\n    <div class=\"block__col-2\">\r\n        <p><span style=\"font-weight: 400;\">Original Equipment Manufacturing (OEM) \u2013 is an advertising channel, which is provided by the smartphone manufacturers themselves. Xiaomi, Oppo, VIVO, Samsung, Apple were among the first manufacturers to understand that nowadays people trust their smartphones as their best friends, and won&#8217;t let go of their mobile devices for a single minute. OEM advertising can look like recommendations and appear in default apps.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Appnext is a recommendation platform for mobile devices and mobile apps. At the moment,\u00a0 60,000+ apps are integrated into the platform, both from third-party developers and the smartphone manufacturers. It is thanks to the latter that Appnext was able to create a completely new ecosystem of interaction with the target audience. It was based on the Appnext Timeline technology which analises behavioral data and predicts the type of app users are likely to launch next.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Ad campaigns on OEM are optimised by working with ad placements (disabling platforms that don\u2019t meet the KPIs; adding new ones for testing; grouping effective ad platforms into a separate ad campaign, etc.). Also, you can optimise your bidding strategy.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">However, there are some obvious disadvantages of this platform. Namely, creativity is highly limited. In most cases the ad is just the app\u2019s icon which users can see in the recommendation bar. Also, Appnext doesn\u2019t support advertising campaigns for iOS devices.<\/span><\/p>\n    <\/div>\r\n<\/div>\r\n\n\n<div class=\"m-border-top block\">\r\n    <div class=\"block__col-1\">\r\n        <h3>Results overview<\/h3>\r\n    <\/div>\r\n    <div class=\"block__col-2\">\r\n        <p><span style=\"font-weight: 400;\">In the first three months of running the ad campaign (May-August 2020) we were still figuring out the right ad campaign settings and the most effective creative concept.\u00a0 In the end, we managed to achieve the following results: <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-734\" src=\"https:\/\/zorka.agency\/wp-content\/uploads\/2021\/11\/Speedy1.png\" alt=\"\" width=\"1194\" height=\"287\" srcset=\"https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/Speedy1.png 1194w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/Speedy1-300x72.png 300w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/Speedy1-1024x246.png 1024w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/Speedy1-768x185.png 768w\" sizes=\"auto, (max-width: 1194px) 100vw, 1194px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The paid user acquisition campaign for MrSpeedy was launched at the same time as the Philippines reported a growing number of new COVID-19 cases. Apparently, that influenced the overall advertising performance in the end. The MrSpeedy promotional strategy undoubtedly benefited from the situation: the product was able to continue its development organically and, additionally, received a significant boost from the ad campaigns. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-735\" src=\"https:\/\/zorka.agency\/wp-content\/uploads\/2021\/11\/Daily-Installs.jpg\" alt=\"\" width=\"1111\" height=\"381\" srcset=\"https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/Daily-Installs.jpg 1111w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/Daily-Installs-300x103.jpg 300w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/Daily-Installs-1024x351.jpg 1024w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/Daily-Installs-768x263.jpg 768w\" sizes=\"auto, (max-width: 1111px) 100vw, 1111px\" \/><\/p>\n<h6><i><span style=\"font-weight: 400;\">MrSpeedy App Daily Installs<\/span><\/i><\/h6>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-736\" src=\"https:\/\/zorka.agency\/wp-content\/uploads\/2021\/11\/Covid.png\" alt=\"\" width=\"1438\" height=\"930\" srcset=\"https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/Covid.png 1438w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/Covid-300x194.png 300w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/Covid-1024x662.png 1024w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/Covid-768x497.png 768w\" sizes=\"auto, (max-width: 1438px) 100vw, 1438px\" \/><\/p>\n<h6><i><span style=\"font-weight: 400;\">New COVID-19 cases during the first wave in the Philippines<\/span><\/i><\/h6>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">In response to the growing number of positive cases in the region, the creative concepts were also redesigned. The promotional materials focused on the safety measures made to ensure safe delivery, and the video and static ads featured couriers wearing face masks. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-737\" src=\"https:\/\/zorka.agency\/wp-content\/uploads\/2021\/11\/1080\u04451080-5.3.jpg\" alt=\"\" width=\"1080\" height=\"1080\" srcset=\"https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/1080\u04451080-5.3.jpg 1080w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/1080\u04451080-5.3-300x300.jpg 300w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/1080\u04451080-5.3-1024x1024.jpg 1024w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/1080\u04451080-5.3-150x150.jpg 150w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/1080\u04451080-5.3-768x768.jpg 768w\" sizes=\"auto, (max-width: 1080px) 100vw, 1080px\" \/><\/p>\n<h6><i><span style=\"font-weight: 400;\">MrSpeedy banner ad<\/span><\/i><\/h6>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Once we successfully launched advertising campaigns with conventional traffic sources, new ones were gradually added to the list. For example, the iOS app was promoted with Apple Search Ads, and in-app networks were used for the Android app.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are the performance results of the ad campaigns launched in 2020:<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-738\" src=\"https:\/\/zorka.agency\/wp-content\/uploads\/2021\/11\/Speedy2.png\" alt=\"\" width=\"1202\" height=\"192\" srcset=\"https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/Speedy2.png 1202w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/Speedy2-300x48.png 300w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/Speedy2-1024x164.png 1024w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/11\/Speedy2-768x123.png 768w\" sizes=\"auto, (max-width: 1202px) 100vw, 1202px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The performance data proves that not only did we manage to scale up the successful results of the first three months advertising, but also the acquired audience was primarily the target audience of the service. It is clear due to the high CR into the first order and the number of repeat orders made by new users. On average, each of them made about 9 additional orders since their first one. Moneywise, the CPA rate for each placed order with the MrSpeedy app was $0.79, and that is a really pleasant figure for any advertiser.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n    <\/div>\r\n<\/div>\r\n\n\n<div class=\"m-border-top block\">\r\n    <div class=\"block__col-1\">\r\n        <h3><\/h3>\r\n    <\/div>\r\n    <div class=\"block__col-2\">\r\n        <p><i><span style=\"font-weight: 400;\">On August 30th, Dostavista <\/span><\/i><a href=\"https:\/\/ecommercenews.eu\/dostavista-rebrands-to-borzo-raises-e30-million\/\"><i><span style=\"font-weight: 400;\">announced<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> that it has changed its name to Borzo. This way its businesses in eight different countries are united under a single brand. As part of its growth strategy, Borzo also raised 35 million dollars (29.95 million euros).<\/span><\/i><\/p>\n    <\/div>\r\n<\/div>\r\n\n\n<div class=\"m-border-top block\">\r\n    <div class=\"block__col-1\">\r\n        <h3><\/h3>\r\n    <\/div>\r\n    <div class=\"block__col-2\">\r\n        <p><span style=\"font-weight: 400;\">How to avoid mistakes while scaling your startup, read in the article: <\/span><a href=\"https:\/\/zorka.agency\/blog\/the-seven-deadly-sins-of-a-growth-marketing-strategist-or-how-to-make-a-startup-die\/\"><span style=\"font-weight: 400;\">The seven deadly sins of a growth marketing strategist, or how to make a startup die<\/span><\/a><\/p>\n    <\/div>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>The promotion of a new delivery service in the Philippines.<\/p>\n","protected":false},"author":1,"featured_media":894,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_focuskw":"","_yoast_wpseo_metadesc":"Have you already worked with OEM traffic sources? No? Click the link and learn more about the OEM potential for your ad performance. The case study is attached!","intro":"<span style=\"font-weight: 400;\">The decision to scale up is considered to be among the key factors of a successful product launch. However, it is only true when the timing is right. It is estimated that <\/span><a href=\"https:\/\/www.fundera.com\/blog\/what-percentage-of-small-businesses-fail\"><span style=\"font-weight: 400;\">90% of startups fail<\/span><\/a><span style=\"font-weight: 400;\">, 10% fail until the end of the 1st year, 70% \u2014 in the next 2\u20135 years. Together with <\/span><a href=\"https:\/\/zorka.agency\/zorka-scale\/\"><span style=\"font-weight: 400;\">Zorka.Agency<\/span><\/a><span style=\"font-weight: 400;\">, let\u2019s have a closer look at <\/span><a href=\"https:\/\/mrspeedy.ph\/\"><span style=\"font-weight: 400;\">MrSpeedy<\/span><\/a><span style=\"font-weight: 400;\">, a courier delivery service, and how a well planned scaling-up strategy can benefit a business. <\/span>","footnotes":""},"categories":[1],"tags":[],"class_list":["post-731","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Case Study: Zorka.Agency x MrSpeedy - Zorka.Agency<\/title>\n<meta name=\"description\" content=\"Have you already worked with OEM traffic sources? No? Click the link and learn more about the OEM potential for your ad performance. 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