Magarpatta City Campaign

Company: Dunzo

Channel: Google Search & Display Retargeting

Objective

The goal of this campaign was to establish Dunzo’s services in Magarpatta City, a posh locality in Pune, Maharashtra, and make it the first profitable area of operation for the company in India. We aimed to generate demand for Dunzo’s hyper-local logistics services, including food delivery, grocery orders, and personal item transport, focusing on the convenience and premium service that appealed to the affluent residents of the area.

Campaign Design & Offer:

We crafted a campaign that highlighted the speed, convenience, and premium service aspects of Dunzo, targeting the busy, affluent population of Magarpatta City. The campaign emphasized the ease of ordering and sending items within the area, catering to a high-demand audience.

Offer:

“Get Anything Delivered in Minutes with Dunzo – From Food to Personal Items, Magarpatta City’s Fastest Delivery Service!”

This offer positioned Dunzo as a premium and efficient solution for the high-end customers in the locality, appealing to both convenience and the ability to move items across the city swiftly.

Strategy:

To make Magarpatta City a profitable zone for Dunzo, we used a hyper-targeted approach through Google Search Ads and Display Ads, ensuring that residents of the area were aware of Dunzo’s unique offerings and had easy access to the app.

Search Campaigns

• Keyword Strategy:
  We focused on high-intent keywords related to food delivery, grocery orders, and on-demand services. Specific keywords included “food delivery in Magarpatta,” “grocery delivery near me,” and “send items across Pune.” We also leveraged geo-specific long-tail keywords like “instant delivery in Magarpatta City” to ensure relevance to the area.

• Ad Creative & Messaging:
  The ads emphasized Dunzo’s speed and convenience, appealing to the affluent, time-conscious residents of Magarpatta:

  • “Get Anything Delivered in Magarpatta City – Food, Groceries, and More!”
  • “Need Something Now? Use Dunzo for Fast Delivery in Magarpatta City!”
  • “Busy Day? Order Food and Essentials with Dunzo in Minutes!”

  The messaging was focused on making Dunzo the go-to app for any type of delivery or order, emphasizing the premium and quick service.

• Geo-Targeting & Budget Allocation:
  The campaign used strict geo-targeting to ensure that only users within Magarpatta City and its immediate vicinity saw the ads. We allocated a substantial portion of the budget to target users during peak ordering hours, such as lunch and dinner times for food delivery, and evenings for grocery and personal item delivery.

Display Campaigns

• Audience Targeting:
  We targeted users in Magarpatta based on their online behavior and interests, including frequent users of food delivery platforms, e-commerce sites, and local service providers. The display ads were designed to reinforce the benefits of Dunzo’s service to affluent, convenience-seeking individuals.

• Ad Creative:
  The display ads were visually engaging, with images showcasing gourmet food, high-end groceries, and personal items being delivered by Dunzo. The ads also emphasized speed, convenience, and the premium nature of the service:

  • “Premium Food Delivery in Magarpatta – Use Dunzo for Quick Service!”
  • “Send or Receive Items in Minutes with Dunzo – Your Trusted Delivery Partner in Magarpatta City!”

• Retargeting:
  We implemented retargeting ads for users who had interacted with the Dunzo website or app but had not yet completed an order. These retargeting ads reminded them of the benefits of using Dunzo and encouraged them to complete their orders.

Results:

This hyper-local, targeted campaign was a significant success, making Magarpatta City Dunzo’s first profitable area of operation in India:

• Click-Through Rate (CTR): 7.2% on Search Ads and 5.0% on Display Ads, reflecting strong engagement from the targeted audience.
• Cost Per Click (CPC): $0.60 for Search Ads and $0.45 for Display Ads, keeping the campaign cost-efficient.
• Conversion Rate (CVR): 8.5%, as users in the area quickly adopted the app for on-demand services.
• Return on Ad Spend (ROAS): 6.5x, making the area profitable within the first quarter of the campaign.
• Total Orders: Over 8,000 orders in the first three months, with the majority being repeat customers who had quickly embraced Dunzo’s convenience.
• Customer Retention Rate: 65%, reflecting high satisfaction among users who appreciated the speed and reliability of Dunzo’s service in the area.

Conclusion:

By focusing on hyper-local targeting and emphasizing Dunzo’s premium, convenient service offering, we successfully made Magarpatta City the first profitable zone for Dunzo in India. The strategic use of Google Search and Display Ads allowed us to engage high-intent users and convert them into loyal customers, demonstrating the power of localized digital advertising.