GRIDO
Grido App – Digital performance campaign
Grido is the world’s fifth-largest ice cream retail chain, with over 1,800 franchise locations serving more than 250 million customers annually in Argentina, Chile, Uruguay, Paraguay, and Peru. The company also operates the largest ice cream production facility in Argentina by weight.
Brief
The Grido App, launched in 2019, had experienced a stagnation in two critical KPIs since mid-2020: new downloads and the impression-to-app download ratio. The goal of the campaign was to optimize the performance of the app’s digital media efforts, specifically to increase app downloads and optimize Return on Ad Spend (ROAS).
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Strategy & Execution
Partnering with Quiroga, a digital performance campaign was launched in August 2023. Key changes to the digital strategy on Google and Meta were implemented. The campaign was geotargeted based on Grido franchise locations, and time slots with a higher likelihood of conversion were prioritized. The team also continuously optimized messages and formats month-over-month based on performance.
On Google, the campaign used Universal App Campaign (UAC) to target users with a high likelihood of downloading the app and using its benefits. The media mix included Google’s full network: Search, Google Play, YouTube, and the Display Network.
On Meta (Facebook and Instagram), the campaign also focused on app installs, targeting users interested in the brand and its products. Placements and formats were mixed across Feeds, Stories, Explore, Marketplace, and the Audience Network.
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Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
Tangible results
The digital performance campaign delivered outstanding results. It increased app downloads by over 500% and improved the historical ROAS by 100%.
App downloads: Monthly downloads grew significantly, from under 30,000 to peaks of 160,000 during the campaign, representing a growth of over 533%.
ROAS optimization: Measured as downloads per paid impression, the average ROAS doubled during the campaign. On Google, it increased from 0.75% to 1.57%. On Meta, it increased from 0.16% to 0.31%.
CPM mitigation: The campaign also successfully optimized Cost Per Mille (CPM) to mitigate the impact of local inflation (183% vs. 289%).
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Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
