How Licious reduced CAC by 43% by using EasyInsights Data Activation feature
Licious scaled up quality acquisitions and reduced CAC by 43% by using EasyInsights Signals to upload online and offline Custom Events and Audiences to optimise its Google & Meta Ads Campaign
43%
Reduction in CAC
55%
Bump in LTV/User
700%
Growth in New Acquisitions
Technology Used
First Party Data Activation
Meet the Brand
Licious is India's largest D2C fresh meat & seafood brand. Licious is a category-first brand built on the farm to fork business model. Since 2015, it has been setting standards in solving the prevailing customer pain points of quality, hygiene, freshness and convenience in a sustainable manner. Licious is the largest D2C brand in India to be certified with FSSC22000, one of the highest food safety certifications in the world. It has also received the SA8000 certificate, and they are the first meat brand in India and among the 10 companies globally to receive it.
In just 5 years Licious has witnessed a 300% growth and has served over three million packs of world class meat products to consumers across India. It serves over 1mn orders every-month with over 90% repeat consumption across markets. EasyInsights has played an integral part in this growth.
The Challenge
Licious faced challenges in scaling Google and Meta Ads Campaign while maintaining an acceptable Customer Acquisition Cost (CAC). Their key focus areas included:
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Attracting more high-quality users to the platform
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Maximizing ROAS
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Reducing Customer Acquisition Cost (CAC)
The Solution
Optimizing for Acquisitions, Not Purchases
The primary objective of the Licious Marketing Team was to attract more high-quality customers to its platform. In conjunction with EasyInsights, it was decided that instead of optimizing for purchases, they would concentrate on acquisitions to grow the customer base.
To support this, EasyInsights implemented data activation -
1. Online Campaigns were enriched with offline conversion data
2. Audience Segmentation was implemented in Real-time
3. Data activation on Meta and Google Ads ( sending custom events like
acquisition, RTO, and Cancellation)
Custom Event Creation to Support Optimization on Customer Acquisition
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1
Data ActivationThe Licious Marketing team identified various several events (aside from purchase events) that were strongly correlated with purchases, such as "add to cart" and "checkout initiated" . EasyInsights uploaded these events (from CRM, GA4) to Google and Meta Ads to optimise their algorithms in real-time. By sending accurate signals, not only the campaign scale was enhanced but most importantly it lead to an influx of quality leads.
RTO and Cancellation Data was also added to Meta and Google Ad Panels to get the correct picture of orders placed and cancelled. This helped Licious marketing team to understand which campaigns were bringing in customers that lead to cancellations.
They could now understand their audiences, and therefore optimise marketing spends accordingly
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2
Audience SegmentationThe Licious Marketing team had audiences for multiple campaigns at each stage of the funnel - acquisition, nurturing, decision-making and post-purchase stages. But they were not updated in real-time
With EasyInsights Audience Builder, these audiences were updated in real-time and therefore the workflow associated with them was triggered in real-time. With real-time audience update, Licious Marketing team also experimented with their marketing content, understanding what works better with what audience. This further increased the granularity at which personalised marketing was conducted. This approach significantly improved customer engagement leading to higher conversion rate and repeat purchases
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3
Excluding Device IDsTo plug ad wastages and prevent campaigns from targeting the same customers repeatedly, EasyInsights implemented Device ID exclusion. EasyInsights Pixel accurately collected device IDs and then uploaded them to Google Ads and Meta Ads as Custom Audience. These audiences are then excluded to ensure they are not repeatedly bombarded with the same adverts.
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4
Data StitchingData from Google & Meta Ads was brought together at one place, alongwith CRM and CEP data. This gave Licious a bird's eye view of their marketing spends.
The Result
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43% Reduction in CAC
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55% Bump in LTV/User
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700% Growth in New Acquisitions
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1
Licious successfully reduced CAC by 43% whilst acquiring quality users (a 700% growth in new acquisitions )
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2
The newly acquired customers were quality leads, thanks to data activation by EasyInsights. Naturally, it lead to a bump of 55% in their LTV/User Metric
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3
With EasyInsights Audience Builder, Licious doubled down on contextual and personalised marketing that lead to a decrease in CAC
