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.
decrease in cost per app install
decrease in cost per purchase
increase in number of bookings made after installing the app
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.
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 optimise 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