Mastering Regulatory Constraints for CityDrinks to Achieve a 35% Surge in App Installs

Overview

CityDrinks is an eCommerce and direct-to-consumer (D2C) platform that delivers a wide range of alcoholic and non-alcoholic beverages straight to the doors of customers in the vibrant cities of Abu Dhabi and Al Ain. The brand aims to redefine convenience and enjoyment by offering a seamless delivery experience.

Challenges

Navigating Strict Alcohol Advertising Regulations: Operating in a region with stringent alcohol advertising regulations presented a significant challenge for CityDrinks. In Abu Dhabi, alcohol ads are heavily regulated, requiring innovative strategies to promote the service without directly mentioning alcohol. The challenge was to convey the brand's core values and purpose while adhering to these restrictions, ensuring that the marketing efforts did not violate local laws.

Establishing a New Brand in a Competitive Market: As a new entrant in the market, CityDrinks needed to grow and adapt quickly while learning the nuances of the industry and customer preferences. Building brand awareness and trust was crucial, especially in a market where customers had established buying habits and preferences. The team had to be agile, experimenting with different strategies and refining their approach based on real-time feedback and results.

Platforms Leveraged

Google Ads

Meta Ads

AppsFlyer

Strategy

The primary objective for CityDrinks was to drive app installs, as the app is the gateway to their product offerings. The initial strategy involved a conservative approach to navigate the stringent advertising regulations. The team created a landing page that subtly led users to the app store listing, reducing the risk of ads being flagged for alcohol content.

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Once the conservative approach proved successful, the strategy expanded to include App Campaigns on both Google and Meta platforms. These campaigns utilized non-suggestive creatives and carefully crafted copy that captured the essence of the CityDrinks experience without explicitly mentioning alcohol. This allowed the campaigns to run smoothly without being flagged by the platforms' content review processes.

As a new brand, CityDrinks had to remain flexible and responsive. The team continuously monitored campaign performance, adjusted messaging and creatives, and experimented with different promotional tactics to identify what resonated most with their target audience. This iterative approach was crucial in refining their strategy and driving growth.

A key insight emerged during the campaign – sales surged before major sports events such as the Euro Cup, cricket championships, and UFC fights. Recognizing this trend, we strategically timed promotions to coincide with these events, incentivizing customers who were already planning to entertain at home to download the app and purchase beverages. This approach not only boosted app installs but also significantly increased purchases, driving overall growth for the brand.

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CityDrinks' ability to adapt to the regulatory environment in Abu Dhabi, establish itself as a new brand, and creatively market its offerings has been key to its success. By focusing on user experience, learning from early efforts, and understanding customer behavior, CityDrinks has effectively grown its presence in the market, demonstrating the power of strategic planning and innovation in overcoming challenges.

Results

35% Increase in App Installs

53% Increase in Purchases

9% Increase in App Install Rate (conversion rate)

57% Increase in Purchase Conversion Value