YEMEKSEPETI

Turkish food and grocery delivery platform Yemeksepeti reduced its cost per acquisition by 10%, thanks to a new series of attention-grabbing video ads in Instagram Stories.

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THE STORY
Hungry for success

Yemeksepeti was founded in 2001 as Turkey’s first online food delivery site. Today, as part of the German Delivery Hero group of companies, Yemeksepeti serves more than 27 million people in 81 cities.

10%

lower cost per acquisition, compared to previous ad creative

29%

lower cost per Thruplay view, compared to previous ad creative

Creative delivery is one of the most important levers for campaign performance in the age of privacy. As an extension of our creative team, Smartly.io’s Creative Studio enabled us to deliver brand-first ad creatives at a scale which allowed us to grab people’s attention with and ultimately convince them to order food and groceries by delivering relevant experiences.
DIREM DAMLA RUSAN, SENIOR DIGITAL MARKETING SPECIALIST, YEMEKSEPETI
THE GOAL
Optimizing sales strategies

Yemeksepeti wanted to test the performance of different storytelling formats on Instagram to establish which was the best way to grab the attention of its audience.

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THE SOLUTION

Thumb-stopping video ads

Yemeksepeti had been creating its own videos in-house, but decided to team up with Smartly.io Creative Studio to create a series of visually appealing video ads for Instagram and Facebook. Smartly.io’s Creative Studio team helped to create several versions of the ad creative assets that displayed a variety of discounts and offers designed to stand out and catch people’s attention. These templates were created in both 9:16 and 1:1 formats so ads could easily be adapted for Stories and feed placements on Instagram and Facebook.

Yemeksepeti then ran an A/B test to compare the performance of the new ad creative with its previous ads. Running from September 26–October 10, 2022, in Turkey, the test found that the new ads resulted in:

  • 10% lower cost per acquisition, compared to previous ad creative
  • 29% lower cost per Thruplay video view, compared to previous ad creative
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