500% Subscription Base Growth through Facebook, Google, Bing, and TikTok Ads for a Meal-Kit Provider
ABOUT CLIENT
AND OBJECTIVES
Hello Chef, a Dubai-based B Corp-certified meal-kit provider, delivers chef-curated recipes alongside pre-portioned, fresh ingredients to numerous households throughout the UAE. Through home delivery, customers minimize time spent on meal planning and grocery runs, maximizing moments to relish delectable cuisine. With a commitment to streamlining home cooking, Hello Chef emphasizes its dedication to delivering top-notch service, providing convenience, variety, and healthiness in every meal.
client Challenges
Solution
Campaign Strategy
- Improving and maximizing the efficiency of the bottom and middle of the consideration intent
- Extending the reach and building more consideration
- Re-shaping the paid acquisition strategy
- Focusing on customer retention campaigns and USPs
- Adopting acquisition strategy to the changing environment
2018: We established a solid analytics and data-collection infrastructure to improve and maximize the efficiency of the bottom and middle of the consideration intent. The focus was on search (Google Ads and Bing/Microsoft Ads).
2019: Then we decided to extend the reach and build more consideration by tapping into Google Ads, YouTube and Meta video inventory by leveraging hero campaign video ads.
2020: We re-shaped the paid acquisition strategy to focus on tactics driving customers with the highest potential life-time value (LTV) by leveraging search, intent-based video inventory, and customer reviews and unboxing video content to nurture them into customers.
2021: Further, we decided to focus on the following aspects:
- Customer retention campaigns to hone on the product value and USPs to minimize the outflow of post-pandemic customers.
- The paid acquisition became a part of the full funnel (including offline) of brand awareness and nurturing by positioning the product to make cooking an easy and joyful habit. The digital paid acquisition media mix was extended to include TikTok Ads for further reach.
2022: We adopted our acquisition strategy to the changing environment:
- By working closely with Hello Chef’s other marketing teams (SEO, email, content), we re-balanced the media mix to have paid advertising to focus on awareness and prospecting.
- By segmenting the audience (couples, singles, families) and delivering highly targeted messaging and value propositions for each addressing their pain points. That allowed to increase ads relevance and engagement and improve efficiency.
- Further focusing on acquiring customers with high retention propensity to compensate for growing ad costs.
client Results
The partnership with Hello Chef resulted in a remarkable 500% growth in the subscription base, demonstrating the sustained impact of our performance marketing strategy.
We began by scaling paid advertising campaigns by more than 100% while maintaining stable acquisition costs (CPA), proving that significant growth could be achieved without sacrificing efficiency.
As the partnership evolved, customer acquisition increased by a further 56% YoY, driven by ongoing optimization and expansion across paid channels.
During the next stage of growth, paid acquisition more than doubled, supported by exceptionally strong demand and accompanied by a 20%+ improvement in acquisition costs, making growth both faster and more efficient.
The momentum continued with paid traffic acquisition delivering over 25% YoY growth, followed by a further 18%+ increase in the subsequent period.
Together, these results contributed to a fivefold increase in the subscription base and established a scalable foundation for long-term growth.
Case Studies
