Cooking Up New Sign-Ups for Deliveroo with Influencer Marketing
Online food delivery service, Deliveroo, was looking to get more signups for their platform. Deliveroo was already a very well established brand, but needed a boost to further consolidate brand awareness and establish their place as the go-to delivery app over their competitors within the UK.
The brand was looking to target the 18-25 year old, UK audience; and knew that the best way to get this age group ordering food using their platform was a series of weekly 2-4-1 deals for 4 different cuisines: Italian, American, Curry, and Pan-Asian. However, Deliveroo needed to get the word out about these deals amongst their target audience on a platform that would appeal to them the most.
Different cuisines would be promoted by different influencers every week, as to create as much engagement with as wide a group of people as possible. The first step to creating the campaign was designing a motion graphics promo to be sandwiched within the selected influencers’ content.
Once the promo was designed by our in house team, we reached into our influencer network to find the best for the job based on their audiences, interests and profiles.
The selected influencers were then sent a script and the promo content to distribute within their stories to encourage their viewers to swipe up and order using the deal.The Deliveroo promo was seamlessly integrated into each influencer’s regular flow of content, by using pre-rolls and post-rolls. Because the promotional content fits in organically, it seems more like a personal recommendation than a sales pitch, making the campaign way more engaging and appealing.