Collaboration with Wi-Fi Providers for Targeted Ads

Company: Dunzo

Date: September 2019

Objective

In 2019, Dunzo, India’s leading hyperlocal delivery startup backed by Google, aimed to expand its footprint in Pune’s competitive market. Recognizing the high mobile internet usage but variable mobile data reliability among users, Dunzo initiated a Collaborative Campaign with Wi-Fi Providers to deliver targeted advertisements. By leveraging public Wi-Fi networks in strategic locations, Dunzo sought to reach a broader audience, enhance brand visibility, and drive user acquisition by offering seamless access and personalised promotions.

Objectives:

• Increase Brand Awareness: Amplify Dunzo’s presence among Pune residents using public Wi-Fi services.
• Boost App Downloads: Achieve a 30% increase in app downloads over a three-month period.
• Enhance User Engagement: Improve in-app engagement metrics by 25% through targeted promotions.
• Drive First-Time Orders: Encourage new users to place their first order, aiming for a 20% rise.
• Collect User Data: Build a database of potential customers for future marketing efforts.

Strategy:

 1.  Partnering with Prominent Wi-Fi Providers

• RailTel and Google Station: Collaborated to target users at Pune Railway Station, leveraging the high footfall.
• Ozone Networks (Ozone Wi-Fi): Partnered to access Wi-Fi hotspots in malls, cafes, and public areas.
• Local ISPs and Cafés: Teamed up with popular local cafés and co-working spaces offering free Wi-Fi.

2. Targeted Ad Delivery

• Captive Portal Advertising: Displayed Dunzo ads on the Wi-Fi login or landing pages.
• In-Session Ads: Served banner and video ads during the user’s Wi-Fi session.
• Personalised Offers: Provided exclusive discounts and promotions to users connecting to these networks.

3. Data Capture and Consent

• User Registration: Collected basic user information (with consent) during Wi-Fi login for personalised marketing.
• Opt-In for Notifications: Encouraged users to opt-in for push notifications and email newsletters.

4. Incentivization

• Free Wi-Fi Extension: Offered extended Wi-Fi access in exchange for downloading the Dunzo app.
• Exclusive Deals: Provided time-sensitive offers to encourage immediate action.

5. Programmatic Advertising Platforms

• Ad Servers and DSPs: Utilised platforms like Google Display Network and InMobi to manage and deliver ads.
• Real-Time Analytics: Monitored user engagement to optimise ad placements and content in real-time.

Target Audience:

• Demographics

  • • Age: 18 – 45 years
    • Gender: Male and Female
    • Location: Urban areas in Pune
    • Occupation: Students, working professionals, travelers, and frequent café visitors

• Psychographics

  • • Lifestyle: Tech-savvy, on-the-go individuals valuing convenience and time efficiency.
    • Interests: Technology, food delivery, online shopping, travel, and socialising.
    • Behaviour: Frequent users of public Wi-Fi, open to trying new apps and services, cost-conscious.

Tools & Technology:

• Wi-Fi Marketing Platforms:
  • Purple Wi-Fi: For creating customised captive portals and collecting user data.
  • WiFi-soft: A local provider for managing Wi-Fi hotspots and analytics.
• Programmatic Advertising Platforms:
  • Google Display Network (GDN)
  • InMobi
• Analytics and Tracking:
  • Google Analytics
  • Adjust for app download attribution
  • CRM Systems: For managing collected user data
• Creative Tools:
  • Adobe Creative Suite
  • Canva for quick ad design
• Consent Management:
  • Ensured compliance with data protection laws by using OneTrust for consent and privacy management.

Locations Targeted:

• Pune Junction Railway Station: High daily footfall of commuters and travellers.
• Airports:
  • Pune International Airport
• Shopping Malls:
  • Phoenix Marketcity
  • Amanora Mall
  • Seasons Mall
• Cafés and Co-working Spaces:
  • Café Coffee Day outlets
  • Starbucks locations
  • Local favourites like Vohuman Café
  • **Co-working spaces like WeWork Koregaon Park and Regus
• Educational Institutions:
  • Symbiosis International University
  • Fergusson College

Budget:

• Total Campaign Budget: INR 18,00,000 (~USD 25,000)

Budget Breakdown:

• Ad Spend: INR 12,00,000
  
  • Wi-Fi Provider Partnerships: INR 7,00,000
  • Programmatic Ad Platforms: INR 5,00,000
• Creative Development: INR 2,50,000
  
  • Ad Design and Copywriting
  • Interactive Captive Portal Design
• Technology and Tools: INR 2,00,000
  • Wi-Fi Marketing Platforms
  • Analytics and Tracking Tools
• Incentives and Offers: INR 50,000
  • Discounts and Promotions for Users
• Operational Costs: INR 1,50,000
  • Campaign Management
  • Data Management and Compliance

Execution:

Phase 1: Planning and Partnerships

• Negotiated Partnerships:
  • Secured agreements with Wi-Fi providers to allow advertising on their networks.
  • Ensured mutual benefits, such as increased user engagement for providers and marketing reach for Dunzo.
• Compliance and Privacy:
  • Established protocols for data collection with user consent, adhering to the Information Technology Act, 2000 and related guidelines.

Phase 2: Creative Development

• Captive Portal Design:
  • Created engaging login pages featuring Dunzo branding.
  • Simplified user flow to encourage app downloads directly from the portal.
• Ad Creatives:
  
  • Designed banner ads, interstitials, and video content tailored to each location.
  • Messaging focused on convenience, speed, and Dunzo’s unique offerings.

Phase 3: Deployment

• Captive Portal Implementation:
  • Deployed customised portals across all partner Wi-Fi networks.
  • Integrated app download links for both Android and iOS platforms.
• In-Session Ad Delivery:
  • Config`ured ads to appear during the user’s browsing session.
  • Used frequency capping to prevent ad fatigue.
• Data Collection:
  
  • Captured user emails and phone numbers (with consent) for remarketing.`

Phase 4: Monitoring and Optimization

• Real-Time Analytics:
  • Monitored user engagement, app downloads, and conversion rates daily.
  • Tracked which locations and times yielded the best results.
• A/B Testing:
  • Tested different ad formats and messages.
  • Optimised based on performance metrics
• Budget Adjustments:
  
  • Reallocated funds toward high-performing locations and ad creatives.

Ad Creatives and Messaging

• Captive Portal Messaging:
  
  • Headline: “Welcome to Free Wi-Fi! Get More with Dunzo”
  • CTA: “Download the Dunzo App Now and Get ₹100 Off Your First Order!”

• In-Session Ads:
  • Banner Ad:
    • Text: “Need Something Delivered? We’re Just a Tap Away!”
    • Visuals: Images depicting quick deliveries, such as a Dunzo rider in action.
  • “Video Ad:
    • Duration: 15 seconds
    • Content: Showcased real-life scenarios where Dunzo saves the day (e.g., delivering forgotten items, quick food delivery).
• Incentives:
  • Extended Wi-Fi Access: “Get an extra 30 minutes of Wi-Fi when you download Dunzo!”

Results:

Key Performance Indicators (KPIs)

• App Downloads:
  • Goal: 30% increase
  • Result: 38% increase, surpassing the goal by 8%.
  • Breakdown:
    • Captive Portal Downloads: Accounted for 60% of new downloads during the campaign.
    • In-Session Ad Downloads: Contributed 25%.
• User Engagement:
  • Goal: 25% improvement
  • Result: 30% increase in average session duration.
  • Repeat Usage: 20% of new users placed more than two orders within the first month.
• First-Time Orders:
  
  • Goal: 20% rise
  • Result: 27% increase, exceeding expectations.
• Data Collection:
  
  • New User Contacts Collected: Over 15,000 emails and phone numbers (with consent) added to the CRM.
• Ad Engagement Metrics:
  • Click-Through Rate (CTR):
    • Captive Portal: 45% CTR on the app download button.
    • In-Session Ads: Average CTR of 3%.
  • Conversion Rate:
    • Captive Portal: 30% of users downloaded the app.
    • In-Session Ads: 12% conversion to app downloads.

Challenges and Solutions:

Challenge 1: User Resistance to Data Sharing

• Issue: Some users were hesitant to provide personal information during Wi-Fi login.

• Solution:
  • Transparency: Clearly communicated the purpose of data collection and how it would enhance their experience.
  • Incentives: Offered additional Wi-Fi time or exclusive discounts for users who registered.
  • Privacy Assurance: Emphasised data security measures and compliance with legal standards.

Challenge 2: Wi-Fi Network Limitations

• Issue: Inconsistent Wi-Fi performance led to a subpar user experience, affecting ad engagement.

• Solution:
  • Network Optimization: Worked with providers to improve network reliability during the campaign.
  • Adaptive Content: Ensured that ad content was optimised for quick loading even on slower connections.

Challenge 3: Measuring Offline Conversions

• Issue: Difficulty attributing in-store pickups or offline orders resulting from the campaign.

• Solution:
  • Unique Promo Codes: Used location-specific promo codes to track offline conversions.
  • Survey Follow-Ups: Sent post-order surveys to understand how customers learned about Dunzo

Return on Investment (ROI)

• Total Revenue Generated: INR 28,00,000 from new users acquired during the campaign.
• Cost Per Acquisition (CPA): Reduced by 20% compared to previous campaigns.
• ROI Calculation:
• Total Investment: INR 18,00,000
• Net Profit: INR 10,00,000
• ROI: 55%

Conclusion:

The collaboration with Wi-Fi providers for targeted ads was a strategic success for Dunzo in Pune during 2019. By tapping into the high footfall areas and leveraging the captive attention of Wi-Fi users, Dunzo effectively increased brand awareness, app downloads, and user engagement. The campaign not only met but exceeded its objectives, reinforcing Dunzo’s position as a convenient and reliable hyperlocal delivery service in Pune.