Overview
Zappfresh, a leading online fresh meat and ready-to-cook/eat retailer, partnered with HOVO Digital to overcome challenges in customer acquisition, online sales, and brand competitiveness. Through a data-driven marketing approach, HOVO Digital helped Zappfresh achieve 6X ROAS and significant growth in revenue, traffic, and customer base.
About the Company
Zappfresh specializes in fresh meat and ready-to-cook/eat products, with a mission to raise the bar for Indian consumers’ fresh meat experience.
Challenges:
Difficulty acquiring new customers
Low online sales and order value
Competition from brands like Fresh To Home, Licious, Meatigo, etc.
Execution Strategy
1. Market Research
Analyzed competitor strategies
Studied top-performing online channels
Identified communication gaps in Zappfresh’s existing campaigns
2. A/B Testing
Conducted 3 weeks of A/B testing on Google & Facebook Ads
Tested multiple platforms to identify the highest ROI sources
3. Campaign Optimization
Stopped underperforming campaigns with high cost per order
Reallocated budget to high-performing ad sets
Focused on single-image creatives on Google and optimized Facebook formats
Platforms & Approach
Google Ads:
Ran Search, Display, and Shopping campaigns
Tested multiple keyword match types (Phrase, Exact, Broad)
Experimented with various audience segments in Display Ads
Set up a merchant account to optimize Shopping Ads
Facebook Ads:
Launched campaigns for Traffic, Brand Awareness, and Conversions
Tested ad sets by interest, demographics, and behavior
Experimented with creatives: Image, Carousel, Video
Results
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