CASE STUDY I GOJEK

How Remerge exceeded Gojek's CPA and traffic goals through retargeting

Gojek is GoTo Group's on-demand services platform and a pioneer of the multi-service ecosystem model, providing access to a wide range of services including transportation, food delivery, logistics and more. Gojek is founded on the principle of leveraging technology to remove life's daily frictions by connecting consumers to the best providers of goods and services in the market.

Boosting the food delivery business

The Challenge

In this instance, Gojek aimed to specifically boost their food delivery business. This is a highly competitive vertical where users have numerous different app options to choose from. As part of their growth strategy, Gojek explored new solutions to convert and re-engage their user base and stand out in the market. In order to improve their cost-per-traffic and cost-per-purchase metrics, they partnered with Remerge, leveraging its high-performance in-app retargeting platform.

Providing end-to-end campaign consultation

Remerge is renowned for its highly personalized client service. With over 10 years of experience in retargeting, Remerge's account management team crafted a customized campaign strategy and provided tailored consultation for Gojek. Leveraging benchmarks and insights from similar accounts and verticals, Remerge offered strategic spend and budget recommendations, particularly for targeting more mature user segments. Additionally, Remerge’s team of data scientists provided Gojek with a personalized dashboard to track campaign performance, ensuring full transparency and enabling data-driven decision-making throughout the entirety of the campaign.

Utilizing machine learning and Remerge's industry-leading scale

As part of this campaign, Gojek applied different segmentation tactics and buckets:

New users who installed the app or have not made a transaction.
Occasional users who made a transaction in recent months.
Mature users with frequent transactions.
Churned users who have not made a transaction for a certain number of months.

Remerge’s machine learning models, fine-tuned by over a decade of retargeting expertise, subsequently identified mature segments as the most valuable. Our ad-operations team further optimized performance by adjusting bid multipliers across various regional supply partners, ensuring the most efficient audience engagement. Coupled with Remerge’s market-leading processing power, this setup enabled the conversion of high-value users at the lowest possible price points.

Testing and identifying top-performing ad-creatives

When it comes to creatives there is no one-size fits all approach as user behavior varies due to multiple factors (e.g time of the day or different personal preferences). To maximize engagement, Remerge deployed a variety of formats, including videos, images, and native ads, with tailored messaging for each user segment. Images and videos performed best, offering the most scale and impact in reaching the audience.

« Remerge’s expertise in programmatic advertising has helped us scale our mobile campaigns efficiently. Their insights and personalized campaign strategies have been instrumental in driving campaign performance. »
Ignatius Andhika Satrio, Head of Marketing

Increasing traffic and purchases

The Results

The primary goal of this campaign was to drive awareness and achieve the target cost-per-traffic. The aggressive campaign objective was already 100% met within the first month into the campaign. Due to the strong performance the campaigns were subsequently scaled up, resulting in a 100-200% increase in traffic volume.

Additionally, the campaign exceeded expectations by successfully driving users down the funnel, with Remerge’s platform generating a significant number of purchases on top of the traffic.

Company profile

About Gojek

The company was first established in 2010 focusing on courier and motorcycle ride-hailing services, before launching its app in January 2015 in Indonesia. Since then, Gojek has grown to become the leading on-demand platform in Indonesia and Singapore. The Gojek platform now comprises over 3.1 million driver partners across the region. Gojek is part of the GoTo Group, the largest digital ecosystem in Indonesia, consisting of Gojek and GoTo Financial.

Gojek is dedicated to solving the daily challenges faced by consumers, while improving the quality of life for millions of people across Southeast Asia, especially those in the informal sector and micro, small and medium enterprises.

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