Dunzo Relaunch Campaign

Company: Dunzo

Channel: Google Search, Display Retargeting & Local Campaigns

Objective

As the micro-market CEO for Kothrud, Bavdhan, and Pashan, I was tasked with relaunching Dunzo operations in these areas after a temporary shutdown due to delivery inefficiencies. The relaunch focused on three critical pillars: (1) acquiring local vendors, (2) generating consumer demand—especially from a previously disgruntled user base, and (3) recruiting delivery partners to ensure orders could be fulfilled seamlessly.

The goal was to establish Dunzo as the go-to service for hyper-local logistics and ensure sustainable operations by resolving previous bottlenecks.

Part 1: B2B Vendor Acquisition Using Google Search & Display Ads:

Objective

The first step was to onboard local vendors—restaurants, grocery stores, and other service providers—onto the Dunzo platform to ensure we had a strong network of businesses to serve the area’s consumers.

Campaign Design & Offer

We needed to target local business owners and decision-makers to encourage them to partner with Dunzo for expanded reach and increased sales.

Offer:

“Grow Your Business with Dunzo – Reach Thousands of Customers in Kothrud, Bavdhan, and Pashan!”

This offer was designed to appeal to local vendors by highlighting the opportunity to expand their customer base and offer home delivery through Dunzo.

Strategy:

We used a combination of Google Search Ads and Google Display Ads to target local businesses. The messaging emphasized how partnering with Dunzo could boost their revenue by enabling them to offer delivery services to a larger audience.

• Keyword Strategy:
  We focused on keywords relevant to business growth and local service offerings, such as “restaurant delivery partners,” “grocery delivery services for businesses,” and “join delivery platforms in Pune.” The campaign also used long-tail keywords like “how to increase sales with delivery” and “partner with Dunzo for delivery services.”

• Ad Creative & Messaging:
  The search ads highlighted Dunzo’s ability to help businesses grow by offering delivery services to a larger customer base:

  • “Grow Your Business with Dunzo – Offer Delivery to Thousands in Pune!”
  • “Increase Sales with Dunzo’s Local Delivery Network – Partner Today!”
  • “Reach More Customers in Kothrud, Bavdhan, and Pashan with Dunzo!”

  Display ads featured local businesses that had already partnered with Dunzo, showcasing their success stories and encouraging others to join.

• Targeting & Budget Allocation:
  The campaign was geo-targeted to businesses within Kothrud, Bavdhan, and Pashan. We focused on targeting business owners through interest-based targeting, including people searching for business growth strategies, delivery platforms, and logistics solutions. The budget was allocated toward both awareness (Display) and direct acquisition (Search).

Results:

The B2B campaign successfully onboarded a variety of local vendors, ensuring that the relaunch had a strong base of businesses offering delivery:

• Click-Through Rate (CTR): 4.2% on Search Ads and 3.5% on Display Ads, showing strong interest from local businesses.
• Conversion Rate (CVR): 6.5%, with over 120 new vendors signing up in the first two months.
• Cost Per Acquisition (CPA): $35, keeping the vendor acquisition process cost-effective.
• Local Business Engagement: Increased awareness among business owners, with many contacting Dunzo for more information about partnership opportunities.

Part 2: B2C Demand Generation Using Google Search Ads and Display Ads

Objective

The second pillar of the campaign focused on re-engaging previous users who had negative experiences due to delivery inefficiencies and acquiring new customers who had not yet tried Dunzo. The messaging aimed to rebuild trust in the service and demonstrate that the issues had been resolved.

Campaign Design & Offer

To re-engage the audience, we designed a campaign that emphasized reliability and fast delivery, ensuring customers that Dunzo was now fully operational in their areas with no service interruptions.

Offer

“Try Dunzo Again – Fast, Reliable Delivery in Kothrud, Bavdhan, and Pashan!”

This offer reassured users that Dunzo’s delivery issues had been addressed and positioned the service as a reliable solution for daily needs.

Strategy

We used a combination of Google Search Ads to capture high-intent users actively searching for delivery services and Display Ads to retarget previous users and reach new audiences.

• Keyword Strategy:
  Keywords were centered around local delivery needs, such as “food delivery in Kothrud,” “grocery delivery near me,” and “fast delivery service Pune.” We also targeted users searching for local courier services and send items across Pune.

• Ad Creative & Messaging:
  The ads emphasized Dunzo’s renewed reliability and fast service:

  • “Order from Anywhere in Kothrud, Bavdhan, or Pashan – Fast, Reliable Delivery with Dunzo!”
  • “Need Something Delivered? Use Dunzo for Quick, Reliable Service!”
  • “Back in Action! Dunzo Now Delivers Fast in Kothrud, Bavdhan, and Pashan!”

  The messaging reassured previous users that the service had improved, while Display ads used visually engaging creatives to show Dunzo’s efficiency and convenience.

• Retargeting Previous Users:
  Retargeting ads focused on users who had previously installed the Dunzo app or visited the site but had not placed recent orders. These ads emphasized that delivery issues had been fixed and that Dunzo was now the most reliable option for their needs.

Results

The B2C demand generation campaign successfully re-engaged previous users and brought new customers into the Dunzo ecosystem:

• Click-Through Rate (CTR): 6.3% on Search Ads and 4.0% on Display Ads, reflecting strong interest in the renewed service.
• Conversion Rate (CVR): 8.1%, resulting in over 6,500 new app installs and 3,500 re-engaged users in the first month.
• Cost Per Acquisition (CPA): $7.50 for new users, keeping acquisition costs low while expanding the customer base.
• Customer Retention: Many previous users who had negative experiences returned, with a 40% retention rate after the first order.

Part 3: Delivery Partner Acquisition Using Google Search, Display Ads, and Local Campaigns

Objective

To ensure that Dunzo’s relaunch in Kothrud, Bavdhan, and Pashan was successful, it was crucial to acquire enough delivery partners to handle the anticipated demand. We focused on attracting local delivery drivers by promoting the flexibility and earning potential of partnering with Dunzo.

Campaign Design & Offer

The campaign promoted Dunzo’s delivery partner program, emphasizing the benefits such as flexible hours, high earnings, and the opportunity to work locally in their neighborhoods.

Offer

“Become a Dunzo Delivery Partner – Earn on Your Own Schedule in Kothrud, Bavdhan, and Pashan!”

This offer aimed to appeal to local residents looking for flexible work, highlighting the financial rewards and job flexibility.

Strategy

We used a combination of Google Search Ads, Display Ads, and Local Campaigns to reach potential delivery partners in the area, ensuring comprehensive coverage across different platforms.

Search Campaigns

• Keyword Strategy:
  We targeted people searching for job opportunities in the local area using keywords like “delivery jobs near me,” “become a delivery driver Pune,” and “earn money with delivery jobs in Kothrud.” Additional long-tail keywords like “work flexible hours as a delivery driver” were used to capture those interested in flexible, part-time work.

• Ad Creative & Messaging:
  The search ads emphasized Dunzo’s attractive earning potential and flexibility:

  • “Earn Money on Your Own Schedule – Become a Dunzo Delivery Partner!”
  • “Looking for Flexible Work? Join Dunzo as a Delivery Driver!”
  • “Earn High Wages with Flexible Hours – Become a Dunzo Delivery Partner Today!”

• Geo-Targeting:
  We focused on targeting potential drivers within the areas of Kothrud, Bavdhan, and Pashan using geo-specific targeting to ensure that ads reached individuals living in or near these neighborhoods.

Display Campaigns

• Objective
  In addition to Search and Local campaigns, we deployed Display Ads to broaden our reach, particularly targeting websites that potential delivery drivers were likely to frequent.

  • Audience Targeting:
    The Display Campaign focused on targeting individuals who were likely seeking job opportunities, including those visiting popular local news portals, employment websites, gig economy forums, and classified listing sites. We also targeted job boards and forums related to part-time work, freelancing, and side gigs, ensuring that the ads appeared to individuals looking for flexible work opportunities.

  • Ad Creative:
    The display ads were visually engaging, featuring testimonials from existing delivery partners and highlighting the benefits of working with Dunzo, such as earning potential, flexibility, and independence. The creative included strong calls-to-action:

    • “Join Dunzo – Earn on Your Terms, Be Your Own Boss!”
    • “Looking for Extra Income? Become a Dunzo Delivery Partner!”
    • “Work When You Want – Start Earning with Dunzo Today!”

  • Placements:
    Ads were placed on high-traffic local websites, job boards, and gig economy forums, such as OLX Jobs, Naukri, Indeed, and local Pune job boards. We also targeted popular websites like Reddit (specifically gig worker subreddits), local news portals, and tech and lifestyle blogs visited by the target demographic.

  • Retargeting:
    We used retargeting for users who had visited Dunzo’s recruitment page or engaged with previous ads but hadn’t signed up. These retargeting ads offered reminders of the benefits and simplicity of joining Dunzo’s delivery network.

Local Campaigns

• Objective
  Local campaigns ensured that we reached people within the target areas looking for job opportunities. We ran ads across Google Maps, YouTube, and other local placements to maximize visibility.

  • Creative and Placement:
    The local campaigns were geo-targeted to Kothrud, Bavdhan, and Pashan, focusing on promoting the ease of joining Dunzo’s delivery network, the ability to work within their local area, and the flexibility it offered.

  • Targeting:
    We targeted individuals looking for flexible work and those living in the specified localities, using dynamic creatives to serve ads across multiple channels, including Google Maps, YouTube, and other local content platforms.

Results

• The three-pronged acquisition strategy—combining Search, Display, and Local campaigns—successfully attracted a large pool of delivery partners, enabling Dunzo to meet growing demand in these areas:
  • Click-Through Rate (CTR): 5.8% on Search Ads and 4.5% on Display Ads, reflecting high engagement from potential delivery partners.
  • Cost Per Click (CPC): $0.50, keeping acquisition costs low across both Search and Display Ads.
  • Conversion Rate (CVR): 7.2%, resulting in over 500 new delivery partners signing up within the first two months.
  • Significant Driver Availability: The increased pool of delivery partners improved operational efficiency, reducing order delivery times by 30%.
  • Optimized Driver Engagement: Retargeting efforts through Display and Local campaigns ensured higher engagement rates, converting previously interested prospects into active delivery partners.

   

Conclusion

The multi-channel Google Ads campaign—combining Search, Display, and Local campaigns—proved instrumental in attracting a substantial number of delivery partners, ensuring the relaunch of Dunzo in Kothrud, Bavdhan, and Pashan was successful. The targeted strategy, focusing on flexibility, independence, and financial reward, not only increased the number of delivery partners but also resolved the previous inefficiencies, making operations in these areas profitable and sustainable.