Merqueo Is the supermarket of savings
Not just in terms of money, but also time.
It allows consumers to optimize the traditional supermarket experience through a tech-driven solution.
Despite its strong positioning in Colombia, the 2022 crisis left Merqueo with the public perception of a bankrupt startup. On top of that, its digital presence had been negatively impacted by technical and administrative issues across advertising platforms.
In this scenario, the main goal was to restore brand positioning and reconnect with customers who believed the brand was no longer operating.
In this scenario, the main goal was to restore brand positioning and reconnect with customers who believed the brand was no longer operating.
The Process
Market Analysis
Digital Agency JG carried out a market analysis focused on Bogotá and Soacha to understand the current landscape and define an effective strategy.
Competence Assessment
We first analyzed Merqueo’s key competitors — evaluating their value propositions, the incentives they used to attract audiences, and their presence across Google Ads and Meta Ads.
Advertising Strategy
We also reviewed their communication styles and advertising formats.
Audience Research
Simultaneously, we studied Merqueo’s target audience, exploring their preferred communication channels, shopping habits, and key demographic and cultural traits.
Demand & Investment
Based on this, we evaluated demand in Google Ads and Meta Ads and defined recommended investment levels to optimize visibility and increase sales.
Digital Diagnosis
Lastly, we audited Merqueo’s website and social media profiles, identifying areas of opportunity for improvement.
Advertising Campaign
Strategy Development
We chose Meta Ads and Google Ads as the main acquisition channels to maximize reach and conversions.
| Meta Ads Strategy We built a sales funnel tailored to Bogotá and Soacha, starting with top-of-funnel campaigns targeting broad audiences interested in grocery delivery and family shopping. In this early stage, we used static creatives and videos to communicate Merqueo’s comeback and its value proposition as a convenient solution for monthly grocery shopping. This strategy drove a significant increase in traffic to both the website and the mobile app (available for Android and iOS). Next, we launched remarketing campaigns targeting users who had interacted with ads, visited the site or app, or abandoned their cart or checkout. These campaigns encouraged purchases and app downloads to boost user retention and loyalty. |
| Meta Ads Optimization To optimize ad performance, we applied strategic audience segmentation:
This approach increased campaign efficiency and relevance by tailoring messages to each group. In the conversion phase, we used dynamic ad formats like carousels, collections, and statics, effectively showcasing the product catalog both on the site and in the app. |
| Google Ads Strategy We positioned the brand on Google Ads, ensuring presence in key search queries related to grocery delivery — while avoiding direct competition with large supermarket chains to reduce bidding costs. In parallel, we developed specific campaigns to promote mobile app installs, helping grow the user base and increase sales volume. This combination of Meta Ads and Google Ads strategies allowed us to maximize budget efficiency, attract new customers, and strengthen Merqueo’s digital presence in the market. |
Results
Installs
+72% increase in app installs
Web Advertising
First-ever sales via web, previously unsupported by paid media
Sales on App
+140% increase in app sales
