Case study

Building, managing, optimising and scaling performance marketing campaigns for the fastest growing online classified ads company in MENA.

The client.

OLX was founded in 2006 and headquartered in Argentina. It grew to one of the world’s largest classifieds platforms for preloved items across different categories and product verticals. OLX has over 37 billion monthly page views generated by over 1.9 billion monthly visits and 54 million monthly listings. The app is the #1 shopping app in 22 countries with an average rating of 4.4 (out of 5) stars in app stores. Media group Naspers, the world’s largest tech investor, acquired a 95 % stake of OLX in 2014. Under the OLX group you will find another 22 brands employing more than 10,000 people globally.

The challenge.

OLX was taking the Middle East and Pakistan by storm in the early 2016’s. With the acquisition of dubizzle in the UAE and the opening of 5 markets in MENA, it was on the lookout for a solid partner to help build and grow their company-wide performance marketing capabilities. OLX engaged with admiral.digital to build performance marketing teams and accounts across markets from the ground up. A scalable and efficient setup was put in place allowing OLX to optimize performance across channels and markets with greater ease.

The solution.

admiral.digital approached the challenge by restructuring performance marketing accounts while building future-proof digital infrastructure across tracking, targeting and talent. We initiated top down, regional acquisition structures using proprietary campaign building tools allowing the team to manage a SKU inventory of over 50,000 products without losing quality. Our specialists focused on optimising accounts according to our proven processes, including actionable automated reports and dashboards to structure, visualise and interpret the massive amounts of data.

The results.

Through an intense 18 month collaboration, admiral.digital managed, optimized and scaled OLX’s multilingual, multi-country and multi-script (Urdu, Arabic, English) accounts promoting a SKU inventory of more than 50,000 products without losing quality. The collaboration had a significant impact on OLX’s regional growth story. Decreasing cost per conversion (leads / listings) by up to 345% while increasing the number of conversions (leads / listings) by up to 260% allowed OLX to cement its place in the market in no time.

“

Admiral Digital succeeded where others failed. They were able to come in and help us structure our digital media accounts from the ground up, creating a scalable and efficient setup, that gives us the ability to optimize our spending between channels and devices with incredible ease. Their work has been of such a high standard, that other OLX regions outside MENA are now recreating the same structure Admiral Digital provided us with.

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