DINEOUT

Dineout ran an app install campaign in Instagram feed and Instagram Stories that featured an animated video, which attracted a 17% lower cost per install.

THE STORY
Dining made easy

The restaurant reservation service Dineout operates in 10 major cities across India. Dineout currently lists over 25,000 restaurants in its database, and seats over a million diners on a monthly basis.

17%

decrease in cost per app install

39%

decrease in cost per purchase

7-point

increase in number of bookings made after installing the app

Instagram is home to an existing community of people who enjoy dining out and sharing photos of their experiences, making it the ideal platform for our business to engage with its target audience. The platform has helped us greatly in exploring a new way to drive app installs in a cost-effective manner, and we will continue to leverage Instagram’s powerful tools.
ANUJ KUMAR, MANAGER – DIGITAL MARKETING STRATEGY, DINEOUT
THE GOAL
Reaching more foodies

The dining app wanted to determine how Instagram could help drive app installs, so it used Instagram for the first time to test the effectiveness of the platform.

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THE SOLUTION
Delectable visuals

Dineout wanted to understand how well an Instagram-only campaign (focused on app installs) would perform compared to campaigns that used automatic placements. The brand worked with Facebook Marketing Partner Shuttlerock to create and optimize the ad creative for both feed and Stories. Using app installs as the campaign objective, they tested a series of video ads in Instagram Stories.

In addition to Instagram Stories, Dineout also ran ads in Instagram feed. The ad creative took a simple approach, highlighting discount offers that patrons could use when they made restaurant reservations, giving them an incentive to download.

Dineout showed the ads to people who enjoy restaurant dining and those with an interest in gourmet food. To find even more people who were more likely to be interested in the app, Dineout also created a lookalike audience based on its existing user base.

With its Instagram campaign, Dineout was able to reach customers in a more cost-effective way than compared to using automatic placements. Between July–December 2018, the campaign resulted in:

  • 17% decrease in cost per app install

  • 39% decrease in cost per purchase

  • 7-point increase in number of bookings made after installing the app