DODO

ASSIGNMENT

For our client DODO, we provided comprehensive digital campaigns - brand campaigns. We implemented a rebranding campaign and recruited franchisees. However, recruitment campaigns for couriers were and remain the most important, and we focus on in these in this case study.

CHALLENGE

At the beginning of our cooperation, when the new recruitment LP was still being finalized, the courier recruitment website did not have a clear and simple structure, and this complicated, among other things, the measurement of conversions and the associated campaign optimization. The optimization process itself would also be made more efficient by making the internal process that follows lead collection more transparent. This would enable us to better evaluate the quality of leads.

Another challenge was to communicate very similar offers targeted to the same audience (but that had to be communicated separately in campaigns), where the campaigns were therefore competing with each other. It was also necessary to be very flexible in responding to changes in these individual campaigns and to extend the campaigns to more possible places.

PROCESSING

Considering the wide target group, we launched the communication on most of the main platforms, meaning the communication ran on Sklik, Google, Facebook and Instagram. Google Search, Sklik Search and Facebook Ads work best for HR campaigns, and GDN campaigns support them well.

Sample Google and Sklik campaigns

Sample FB/IG campaigns

The communication is playful but serious. We build primarily on communicating the benefits of the work, primarily emphasising flexibility, something important for many people in today's post-COVID world.

Our goal was to get the campaign to the main page with a signpost for positions. However, HR requirements meant it was necessary to prioritize some specific positions and sometimes run a recruitment campaign with four very similar ads, which were to be targeted on Prague and the same target group. To prevent unnecessary CPA increases on our own campaigns, we split the campaigns so that we didn't communicate all ads across all campaign types on Google and Sklik. This helped us reduce CPA.

We further scaled and expanded our recruitment campaigns with FB lead ads campaigns, where we succeeded in generating leads at an average of CZK 57 per lead.

To improve lead quality and reduce time spent working with contacts within the HR process, we added our own questions to the contact data in the questionnaire, which prevented the questionnaire being filled in "by mistake" and also provided valuable information for subsequent data processing by HR staff. The fact that the leads were cheaper than the original ones with the basic questions right from the start was a pleasant surprise for us. Yet even with gradual minor price increases, we achieved an average CPA of CZK 66 over the 3.5-month campaign.

RESULTS

We succeeded in reducing the average CPA by 14% by optimizing the campaigns we took over, expanding our strategy and adding Facebook lead ads. We saw a 45% reduction in average CPA for Facebook in particular.

We managed to scale the required volume of leads to hundreds per month (the original range was up to a hundred per month).

We met the final goals in the form of real courier onboarding even with less prestigious partners/less attractive job offers.

In cooperation with the LCG agency, we started performance marketing at DODO almost from scratch. The agency helped us not only with generating business opportunities for the sales department, but especially with hiring couriers, who were in very short supply on the market at that time. The whole process was simplified thanks to their approach and strategy, resulting in a significant reduction in total CPA per relevant lead. The cooperation with the agency was very professional. I was particularly pleased with the proactivity and ideas from their entire team. In addition to performance marketing, we also implemented a successful rebranding campaign together.

Radek Šnajdr,
Marketing Manager CZ & SK