MSMEs and SMEs are the backbone of the Indian economy.

However, shopkeepers get so caught up in tedious day-to-day
tasks, leaving them with no time to consider the bigger picture –
focus on building their business.

Enter Zadinga

An app with a simple but clear vision: empower local shopkeepers & businesses to establish their online presence and expand their reach across the country. HOWL brought this vision to life with a custom
series of shopkeepers whose success stories would embody Zadinga’s offerings. It was time to raise the shutter to new possibilities.

Strategy:

Interest Sets

We regulated Geographical bifurcation of budgets. And over time, we short-listed 10 interest sets that gave
the maximum number of quality results & focused on only these target audiences for all cities.

Multiple Creatives

Statics, Carousels & Short-Videos with varied messaging were disseminated across different channels
for benchmarking & selecting which channels would give us lowest cost/click & cost/install.

Cost Per Install

We targeted Google as our Primary channel for Quantity of installs & META as the regulator of Quality Installs as these were specific Interest & Communication led Users. So, the cost/install is maintained using Google UAC Campaigns & Funnel Quality was maintained by META Campaigns.

Impact:

Cost per 1000 Impressions was reduced by 157%, broadening our
top funnel.

A/B Testing of different messaging helped us understand that ‘Setting up online shop POS system’ & ‘Easy billing options’ interested more users with a CTR of around 4-5%.

We brought down the
Cost Per Install between
₹75 to ₹80 , while scaling our Signed-up User Base by 86%.

Meet the Characters

Use of patterns:

Character Films:

Singh Saab

Rohit

Lata

Binoy

Instagram Grid:

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