Mobility and everyday servicesScaling Careem Quik Grocery Orders 4x in 6 Months Through Mobile First Creative Storytelling
Careem runs rides, food and groceries from one app. For Careem Quik, the brief was orders, not installs.
- Service
- Careem Quik groceries
- Objective
- Grocery orders, not only installs
- Approach
- Mobile-first creative storytelling
- Measured on
- Completed orders and repeat use
The brief
Orders, not only installs.
Careem Quik wanted to scale grocery orders. Installs mattered only as far as they led to baskets being filled and delivered.
That set the standard for everything after it: a campaign that grew the download count without growing orders would have missed the point entirely.
The approach
Stories made for the phone.
We built the campaign on mobile-first creative storytelling — creative made for the screen people order on, telling a short, clear story about why Quik was the easier way to get the shopping in.
Who we were reaching
Riders, food buyers, grocery shoppers.
Across Careem's services, geography, service intent and local context tell very different people apart. Someone booking a ride and someone restocking a kitchen need different messages, even inside the same app.
How the media ran
Segments paired with creative.
Audience segments were paired with mobile creative and activated through programmatic media and performance partners, so each group saw the story written for it.
What we measured
Completed orders and repeat use.
Optimisation ran toward completed business events and repeat use, alongside media quality and the contribution of each touchpoint.
The opportunity from here is adapting campaigns by city, service line and user lifecycle, so acquisition and engagement work as one system.
An order is the only install that pays for itself.
Reported results
- Grocery orders
- x
- In six months, as reported in the campaign material
