Glovo delivers any local product to your door in an average of 30 mins. From electronics, to food, to flowers, Glovo fills the gap between offline and online commerce – on demand and on mobile. And Glovo has relied on the Paragone solution as a crucial pillar in their scale-up strategy to new cities throughout the world.
This blog post is a preview of the full success story, available as a PDF on our website.
Time to scale
In September 2017, after roughly two-and-a-half years in business, Glovo decided it was time to scale quickly. In just over a year they’ve added more than 100 cities, and are today active in 22 countries worldwide.
Added to that, they’ve multiplied their number of orders delivered by 10 – from 1 million in September 2017, to over 10 million today.
To achieve this kind of growth, Glovo have had to be smart about how they established their activity in new cities. Their business model is such that they are not only interesting in acquiring new users of the service, but also new delivery people (called ‘Glovers’) in each new city.
To get both users and Glovers on board, and ensure each new location started off with a bang, Glovo followed a two-stage targeting approach.
1. BROAD TARGETING
In the first stage, focusing on individual suburbs at a time, Glovo used broad targeting to reach males and females aged 20-54 years old.
2. BUILDING ON THE FOUNDATION
Then, in the second stage, they built on this initial audience with lookalikes and additional interest-based groups.
With a strong focus on video ads and Stories, the creatives clearly explained Glovo’s unique selling proposition, dropping in logos from key brands they deliver, to build trust.
While following a mixed-placement strategy, Glovo were particularly happy with Instagram Stories ads, which saw a CPA 4x lower than Instagram video ads.
“The easy UI of Paragone, coupled with their knowledgeable team, meant that we could create highly relevant campaigns which were hyper-localized in the cities we were looking to launch. Over the last year we’ve been scaling fast and we have needed partners to support us on this purpose, as Paragone”
– Irene Vaquero, User Acquisition Manager, Glovo
Our Guide to the Stories format on Social
As Glovo has found, advertising in stories is powerful across Instagram, Snapchat and Facebook! Many of our clients have already seen success reaching their target audiences with ads in stories.
Download our ‘StoryBook’ eBook and learn about:
- Best practices for Stories ads across each social network
- Examples of great stories creatives
- The Paragone Stories Creative Center
- Tips to success with Stories ads, across social networks.
- & more!
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