OLX: Location Leads to Conversions

 

Client: OLX
Category: Computers & Technology
Country: India
Year: 2016

 

Campaign Summary

OLX is one of India’s biggest free local classifieds platforms, providing opportunity to sell anything from used cars to mobile devices, furniture, laptops and more, and submit ads for free. OLX had been spending heavily on TV and digital media, however, conversions remained an issue.

 

Objective and Context

The task at hand was to reach out to relevant audiences and convert them into OLX users. Delivering in-app engagement was another challenge.

People are out there in the physical market to transact and the marketplace is currently experiencing ROPO -- Research Online, Purchase Offline -- where customers were researching relevant product information to make their buying decision, before they actually decided to buy their favorite product in the local store.

The brand's target audience was people who were in-market to buy or sell products. Based on search request volumes and site traffic from cities on OLX, the biggest markets seemed to be automotive and mobile. Delhi, Mumbai, Lucknow and Jaipur were identified as the top markets for this campaign. Hence the target became people in these cities in the automotive and mobile markets.

 

Creative Strategy

The idea was to reverse the digital buying cycle of ROPO so that it would become Research Offline, Purchase Online, and give users a better deal on OLX. The intention was to make users research offline at physical stores and transact online on OLX.

OLX targeted its audience using hyper-local targeting technology. The call-to-action for these users was to download the OLX app and get the best deal. The campaign ran for the first time from October to November 2015.

With the hyper-local targeting technology, the auto and mobile phone markets in each city were identified and a campaign was run to display contextual OLX banners on network apps and mobile sites in each of the campaign's four cities.

The campaign ran for six weeks in these locations on a cost-per-click model with location-based technology partners. The banners shown to these audiences, who were out in the market to transact, had testimonials from OLX users with communications like: “I sold my phone and got the price I wanted – Aman, Lucknow. Download the OLX App now.”

Since location-based targeting can only be done on mobile devices, it remained OLX’s only medium, bringing targeting accuracy and efficiency in to the campaign. Banner ads were run on network apps and sites across these locations.

 

Results

Here are the campaign results:

  • The campaign reached 500,000 unique users during its six-week run. 
  • Click to app-install percentage for the location-based campaign was four times that of regular branding campaigns because of the brand's capability to reach out to the relevant in-market audience.
  • The campaign performed exceptionally well as the cost per unique reach was the lowest, at 3 paise.
  • The campaign saw volume, with post-install app usage delivering 60 percent of transactions.

 


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