Founded in 2003, Foodja initially struggled with ineffective advertising campaigns, leading to unsustainable marketing costs and underperformance against investor targets. Their Cost Per Acquisition (CPA) had risen to $150-200, and conversions had plummeted.
Recognizing the need for expert assistance, Foodja turned to BERK Labs. The agency discovered that Foodja's problems extended beyond advertising, requiring a complete rebrand. The company, previously known as The Office Express, was hindered by a name that did not reflect its services and was too niche, limiting its market expansion. BERK Labs led a total rebrand to "Foodja," aligning the new brand with comprehensive marketing strategies. This rebranding resonated with clients and employees alike, leading to a significant increase in conversions.
BERK Labs implemented a holistic digital marketing strategy to address Foodja's concerns about trust and transparency. They introduced Google Tag Manager for precise conversion tracking and analytics, granting Foodja full access and control over their campaigns. This approach allowed for real-time insights and a clearer understanding of ROI.
To reduce the high CPA, the team used Google Tag Manager and implemented Google Maps campaigns, catering to Foodja’s location-oriented business model. They restructured Foodja’s co-promotion deals with over 3200 restaurant partners, creating a tiered system for more effective resource allocation and marketing tracking. Additionally, BERK Labs employed cutting-edge animated HTML5 ads on Google's Display Network, enhancing visibility and engagement.
BERK Labs also provided hands-on training to Foodja's staff, ensuring they could manage campaigns independently, which reduced overheads and supported long-term growth. The result of these comprehensive changes was dramatic: Foodja's CPA dropped from around $200 to just $4, a 98% decrease in costs. Foodja’s performance soared, with more than 12.9 million impressions and 61,400 conversions, generating $1.8 million in value since partnering with BERK Labs.
BERK Labs' commitment to continuous improvement and optimization has led to over 94,000 changes to Foodja’s account, including keyword updates, targeting changes, and bidding adjustments. This approach has ensured ongoing growth and effectiveness of Foodja's marketing campaigns. The marked improvement in campaign performance and transparency in management has boosted Foodja’s confidence, leading to a fourfold increase in their advertising budget.
