Mobile case study: App install ads help 10bis boost take-away service

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10bis is Israel’s largest takeout ordering website, which now offers its service through a newly launched mobile app. This case study looks at how highly targeted mobile app install and engagement campaigns attracted thousands of active users.

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Case study summary

• Israeli take away app turns to Facebook to boost reach
• Used demographic targeting with mobile app ads to reach groups most likely to download
• Generated 70,000 app interactions

The challenge

10bis is Israel’s largest takeout ordering website, which now offers its service through a newly launched mobile app. People using the service benefit from secure payments and exclusive offers and discounts.

When 10bis launched its new app, it used Facebook help spread the world and to encourage people to download and use the app.

Tomer Fefer, CTO, 10bis, said: “With Facebook we achieved a high volume of installs at low prices with the right combination of targeting and creativity. In one month alone, over 6,500 people installed the app as a result of the Facebook campaign. Facebook allowed us to reach a very wide audience from the outset and we were able to create strong calls to action with targeting that resulted in high app engagement.”

The solution

10bis first needed to identify a broad range of relevant audiences and then encourage them to download the app. It partnered with local agency Fialkov Digital and advertising agency Lead to create a low-cost, high-impact Facebook campaign.

By using interest and demographic targeting with mobile app ads, 10bis was able to reach groups most likely to download and use the app, such as those with a known interest in food and restaurants, single people and younger age groups.

Another campaign used Custom Audiences to target people who had already downloaded the app. The ads encouraged them to place orders with the Use App call to action button and offered a series of special promotions for restaurants in their local area during the campaign.

The results

The ongoing campaign helped 10bis build an app user base fast, delivering thousands of engaged new app users every month.

Between October 2015–January 2016, 10bis achieved:

• 15,000 app installs
• 70,000 app interactions

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