TaDa Delivery achieves cost-efficient growth with AppsFlyer and TikTok

Overview:

• Leading online e-commerce platform TaDa Delivery faced the challenge of acquiring new mobile app users while managing rising acquisition costs, making it essential to diversify and optimize its media strategy to maintain profitability and long-term growth.
• TaDa Delivery optimized its performance-driven campaign strategy by integrating Pangle for targeted reach and leveraging AppsFlyer as its MMP to measure campaign performance and optimize results. 
• Pangle not only became a key channel within TaDa Delivery’s media mix, but also stood out for its ability to drive sustainable, high-impact results. Its integration proved to be an essential factor in TaDa Delivery’s success in the competitive beer market.

Background

Founded in 2022, TaDa Delivery, AB InBev’s global Direct-to-Consumer (DTC) platform, has quickly emerged as a key player in the beer industry, recognized for its innovative approach to direct consumer engagement. It operates across Latin America and the Caribbean, including Mexico, Colombia, Peru, Ecuador, Argentina, the Dominican Republic, Panama, Bolivia, and Paraguay.

TaDa Delivery’s mission is to provide seamless, on-demand access to consumers’ favorite beer brands, enhancing convenience and engagement. At the core of its mobile strategy, TaDa Delivery leverages its app to enable fast deliveries while using first-party data to drive personalized marketing campaigns, improve user experience, and strengthen brand loyalty.

Challenge

In the highly competitive beer market, TaDa Delivery faces the ongoing challenge of acquiring new mobile app users, a key pillar of its annual growth strategy. However, rising media investments and growing competition have increased acquisition costs, making it crucial to continuously diversify and optimize the media strategy to stay profitable.

In this context, integrating Pangle, TikTok for Business’s ad network, into its performance strategy became a key solution for TaDa Delivery to maximize results while balancing investment and efficiency.

TaDa Delivery’s campaign primarily aimed to increase in-app conversions among users aged 18 and over while maintaining cost efficiency. The focus was on lowering customer acquisition costs (CAC), driving new user growth, and stabilizing costs despite increased marketing investment. These KPIs were designed to fuel growth while ensuring the long-term sustainability of the strategy.

Solution

To achieve these goals, TaDa Delivery, with support from its agency Globant GUT, took an innovative approach by integrating Pangle into its performance-driven campaign strategy and leveraging AppsFlyer as its Mobile Measurement Partner (MMP) to attribute and measure every install and in-app event.

Partnering with Pangle and AppsFlyer enabled TaDa Delivery to cultivate new data signals that inform their marketing strategies and effectively enhance the full user journey from install to conversion. This approach not only optimized campaign performance but also ensured more precise and efficient engagement with the target audience, streamlining every stage of the user experience.

T​​esting different ad creatives was another key factor in the campaign’s success. Built on a deep understanding of users, these creatives ensured that messaging resonated with their needs and preferences. This approach not only captured potential customers’ attention but also strengthened their emotional connection with the brand, driving higher conversion rates while enhancing loyalty and satisfaction.

Furthermore, real-time marketing analytics and actionable insights from AppsFlyer  enabled ongoing strategy refinement, allowing TaDa Delivery to adapt to market dynamics and maximize performance.

Results

The strategy implemented with Pangle and AppsFlyer brought outstanding results for TaDa Delivery:

• CAC reduction: The average customer acquisition cost (CAC) decreased by 8% compared to other networks in 2024, with reductions reaching up to 54% in some months. This enabled TaDa Delivery to maintain profitability even as investment scaled exponentially.
• Growth in new customers: Pangle and TikTok’s contribution to new customer acquisition grew from just 10% in the first month to 50% today. This solidified Pangle as a key acquisition channel, accounting for a 22% share of annual results.
• Cost stability: Despite a progressive increase in investment, costs remained within profitable ranges, ensuring the long-term sustainability of the business model.

Integrating Pangle into our performance strategy and partnering with AppsFlyer for holistic measurement has been instrumental in achieving our growth objectives. The combination of a strategic approach, impactful creatives, and continuous optimization has not only brought new waves of users but also helped us maintain cost efficiency as we scale.

Mayumi Park Campos, Global Growth Marketing Manager, AB InBev

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