Objective
Hyperlocal App Installs
How Hungry Top Drove App Downloads Exactly Where Demand Existed
Brand Position and Momentum
Hungry Top operates as a hyperlocal food delivery startup. Its success does not depend on national visibility or broad reach. It depends on one thing only.
Installs from users who can actually place an order.
Every download outside the serviceable pin codes was wasted spend.
This made the campaign less about scale and more about geographic accuracy
Broad targeting was not an option.
The requirement was precise.
Drive installs only from selected pin codes while keeping the cost per install under control.
The key difficulties were:
• Extremely limited serviceable areas
• Competition from large food delivery apps with higher budgets
• Risk of spend leakage outside delivery zones
• Need for fast install decisions in a crowded category
A fresh, methodical approach was required to move forward.
01
Pin Code First Media Planning
Instead of city level targeting, campaigns were built around:
• Exact pin code clusters
• Micro radius targeting where applicable
• Location specific budget allocation
Every ad group existed for a reason. If a location did not convert, it was removed.
02
Creatives Built for Local Relevance
Creatives were not generic food ads. They were designed to:
• Emphasise local availability
• Highlight nearby restaurants
• Create familiarity rather than aspiration
This helped reduce hesitation and improve install intent.
03
Local Influencer Amplification
To reinforce trust in new areas:
• Local influencers were activated selectively
• Content focused on real usage rather than promotions
• Messaging stayed native to the audience
This improved conversion efficiency without increasing spend aggressively.
04
Continuous Performance Control
Campaigns were actively monitored to:
• Scale pin codes delivering efficient installs
• Pause underperforming locations quickly
• Control CPI without sacrificing volume
Optimisation decisions were driven by install quality, not just volume.
40,728 app installs
217 cost per install
1.54 million reach
7.86 million impressions
Why This Outcome Matters
This was not a visibility campaign.
It was a precision growth exercise.
• Installs came from serviceable locations only
• Marketing spend remained efficient
• App adoption grew where operations could support demand
