It started as a test. One month, one campaign, nearly 3,000 real grocery purchases. Happy Ads didn't just prove the concept for Cheetay — we proved what performance marketing can do when it's done right.
The Challenge
Cheetay — Pakistan's homegrown quick-commerce and grocery delivery platform — was operating in Airlift and Bazaar's shadow. With less brand recognition, a smaller marketing budget, and a smaller delivery footprint, Cheetay needed to demonstrate that its performance marketing could punch above its weight class. The brief was unusually direct: run a test campaign, prove the economics work, and validate that Cheetay's unit economics could support performance-driven scale.
The test campaign context meant the budget was constrained and the expectations were high. Every rupee had to produce a measurable first-order event, not just impressions or installs. The client needed to see purchase events — real grocery orders completed through the app — within a 30-day window that would either validate or invalidate the case for scaling performance marketing.
Cheetay's challenge was also one of competitive creative positioning: in a market where Airlift and other competitors were running active campaigns, Cheetay's creative had to differentiate on product strengths (local brand familiarity, specific delivery zones, product range) without the budget to outspend the competition.
The Solution
Happy Ads designed a 30-day test campaign for Cheetay with a single, unambiguous success metric: completed grocery purchases. The campaign ran on programmatic mobile inventory targeting Pakistan's grocery-intent audience — users engaging with food content, cooking apps, and recipe platforms — combined with Meta performance ads optimised for purchase events rather than app installs.
Creative was built around Cheetay's local brand character: a Pakistani-owned grocery delivery brand that understood what local households actually needed. Price-led creative led the campaign (first-order offers, weekly grocery basket deals) with delivery speed and convenience as secondary messages. The campaign ran in Cheetay's core delivery zones, eliminating wasted spend on users outside the delivery footprint.
The test produced nearly 3,000 purchases in a single month — demonstrating that Cheetay's economics could support performance-driven customer acquisition at scale. The result validated both Happy Ads' approach and Cheetay's platform readiness, providing the proof-of-concept data needed to justify a larger ongoing performance investment.
Key Results
3,000
Purchases in a Single Month
30
Days — Test Campaign Duration
Proven
Economics — Validated for Scale
CPA
Optimised — Every Rupee Counted
Key Insights
