OYA · FOOD DELIVERY
Paid Acquisition Campaign
Building awareness and generating app installs and orders for a new delivery app in Tanzania.
ROLE
Paid media strategy, campaign management, creative production and direction
CHALLENGE
Launch in a market with established delivery platforms and limited historical performance data
CHANNELS
Meta Ads
01 · SUMMARY
Campaign overview
OYA had recently launched in Tanzania. The goal was to introduce the service, get people to download the app and encourage their first order.
I developed and managed the Meta campaign, covering awareness, app acquisition and retargeting. The work included writing ad copy, creating campaign assets and directing additional creative. Messaging introduced OYA and its introductory offer, then became more direct when reaching people who had already shown interest.
Paid media supported a wider launch that included SMS, email, leaflet distribution, vendor partnerships and cinema activations.
RESULT
3,892 app installs and 606 completed orders recorded during the campaign.
02 · CONTEXT
Giving customers a reason to try OYA
Customers already had delivery apps they knew and used. OYA needed to give them a reason to try another service. The focus was on making the offer clear and showing how the app could fit into familiar ordering routines.
There was limited historical performance data to guide the campaign. Audiences, messaging and creative needed to be tested while the activity was live, with early results informing what to develop further and where to adjust spend.
The ads also needed to support vendor promotions and other launch activity, so people encountered a consistent offer across different parts of the customer experience.
03 · ROLE
My role
01
Campaign strategy and setup
Structured the Meta activity around awareness, app installs and orders, with a clear purpose for each stage.
02
Ad copy, creative production and direction
Wrote ad copy, created campaign assets and directed additional creative to explain the service, communicate the offer and encourage action.
03
Audience segmentation
Defined acquisition and retargeting audiences, adapting the messaging to their level of interest.
04
Reporting and optimisation
Reviewed performance and adjusted budgets, audiences and creative as results emerged.
04 · APPROACH
From awareness to an order
Build familiarity first
Awareness activity introduced OYA across its main delivery areas. The creative used local food imagery and familiar ordering situations to help people understand the service and recognise the brand.
Engagement with these ads also built audiences that could be reached again through retargeting.
Give people a reason to try OYA
Retargeting reached people who had engaged with earlier ads, visited relevant landing pages or shown interest in participating restaurants.
For these audiences, the messaging used more direct calls to action and placed greater emphasis on the offer. The focus moved from introducing OYA to encouraging an order.
Optimise as results emerged
I reviewed reach, installs, orders and cost efficiency daily to guide budget and creative decisions.
Stronger-performing audiences, creative and offers received more spend. Weaker ad sets were paused or refreshed as performance patterns became clearer.
Selected campaign assets featuring the introductory offer, launch announcements and participating restaurants.
05 · RESULTS
What the campaign delivered
The campaign reached more than 1.2 million people and recorded 3,892 app installs. It also recorded 606 completed orders, alongside $4,500 in revenue attributed to Meta activity.
Within selected campaign activity, the lowest cost per click was $0.04. Restaurant-focused retargeting recorded a click-through rate of 6.38%.
The work also established a campaign structure covering awareness, acquisition and retargeting, with different messages for people encountering OYA for the first time and those who had already shown interest.
The results show app acquisition and orders during the launch. Repeat-order and retention data would be needed to assess whether customers continued using OYA after the introductory offer.
Meta Ads Manager reporting for the campaign activity described in this case.