When a glitch eventually comes into play, Broniboy comes into play. Positioning and marketing
They showed people the Broniboy delivery service, which brings food and groceries and successfully competes with Yandex and Delivery in 16 regions. After four months of operation, units increased by 6.9 times, the cost of installation fell by 3.3 times, CAC fell from 10,000+ rubles to less than 5,000 rubles, and the CTR increased from 0.09% to 0.21%. The company soon attracted investments of over 1 billion rubles. How the app and website were redesigned — in a separate case ↗.
Numbers first
We analyzed data from all the years of the service's existence, conducted a full audit of Facebook Ads campaigns, went through each creative and collected analytics from all regions. It turned out that the company was confusing CAC and CPO — and made decisions based on incorrect numbers. We introduced the HADI cycle: hypothesis → action → data → conclusions. Before us, 0-2 hypotheses were tested per week, and then more than 20 hypotheses were tested. The number of creatives at work has grown from 20 to 260. In Google Ads, the installation cost fell from 768 to 113 rubles — by 6.8 times, while the number of installations increased 23 times with a budget that increased only 3.4 times.
A corner that the competitor won't take
Broniba had no positioning. The service competed with Yandex.Food and Delivery Club, but it was no different from them either visually or in communication. We studied foreign references, analyzed competitors and found an angle that federal players can't physically take: big platforms work for everyone, and that's why they're for no one in particular.
Krasnodar service knows local restaurants better, speaks the city's language and meets needs that are not interesting at the federal level. We have built the brand philosophy around this idea: values, manifesto, mission. We have updated the entire visual system: the logo, colors, fonts, and the style of illustrations. They wrote a content strategy and brand voice, created about 300 ad designs and shot 3D videos for YouTube. At the same time, we helped prepare pitch decks and materials for investors.
In four months
There are 6.9 times more installations. The cost of the installation fell threefold, and CAC — from 10,000+ rubles to less than 5,000. The CTR increased from 0.09% to 0.21%. We spent five times less than planned, and the company soon attracted investments of over 1 billion rubles.
Mobile app
