UBER EATS - MAKING EVERY MARKETING DOLLAR COUNT IN NEW TERRITORIES

TitleUBER EATS - MAKING EVERY MARKETING DOLLAR COUNT IN NEW TERRITORIES
BrandUBER EATS
Product / ServiceFOOD DELIVERY SERVICE
CategoryA01. Activation by Location
EntrantFORWARDPMX Hong Kong, HONG KONG SAR
Idea Creation FORWARDPMX Hong Kong, HONG KONG SAR
Media Placement FORWARDPMX Hong Kong, HONG KONG SAR
Production FORWARDPMX Hong Kong, HONG KONG SAR

Credits

Name Company Position
Vivian Mok ForwardPMX Market Director

Background

Our agency helped Uber Eats penetrate the food delivery market in Korea with a strategic, targeted and granular methodology, focusing on location-based marketing through geo-targeting. Objectives: ● Segment our audience pool into those who are aware of Uber as a car-sharing service and those who have never heard of the brand to aid targeting strategies at different levels of the sales funnel. ● Raise brand awareness of Uber Eats using audience intelligence, starting with customers who live or work in the central business district, Yongsan and Gangnam in Seoul. ● Persuade users and non-users of food delivery apps of Uber Eats’ value - superior restaurant quality and efficient food delivery compared to competitors, through a consumer-centric approach to geo-targeted messaging and optimised copy. ● Target potential consumers who haven’t converted through the amplification of consistent brand messaging through PPC and Display channels.

Describe the creative idea

With nuances at a district level in South Korea, Uber Eats understood the range of market complexities and came to our agency with the ambition to penetrate and dominate a potential extremely fruitful market. The team understood that this would be no mean feat in the face of fierce competition, who historically have used heavy above the line marketing tactics - contributing to high barriers to entry in the market - alongside the fact that the established competitors already have a huge pool of loyal customers. But with local knowledge that is second to none, strategic consumer planning processes and granular optimisation targeting individual districts, restaurant type and audience type, our agency helped Uber Eats create new market opportunities through Naver in an already saturated market.

Describe the strategy

After lengthy planning and research, the team decided to take on a completely new and different strategy from Uber Eats’ competitors, who relied on mass-market above-the-line advertising techniques. Our agency decided to deliver rapid growth to the account through highly targeted Search and Display marketing, using highly personalised ads based on in-depth audience intelligence. This allowed us to grow Uber Eats’ customer base one district at a time – ultimately covering all 25 districts. The team began a top-down audience first marketing strategy, which focussed on five main elements: 1. Reviewing company goals 2. Identifying and segmenting the target audience 3. Researching competitors 4. Ascertaining the value and benefits of our Uber Eats’ proposition in the market 5. media planning/execution which included testing/optimising each campaign by district This ensured we made every marketing dollar count to strive for maximum returns.

Describe the execution

With the team’s knowledge of local media and strong relationship with platforms, we prioritised the most widely used local platform in the region, Naver, based on the premise that local search engines dominate the search engine landscape in Korea with 75% of market share. We started with Gangnam and Itaewon in Seoul and began with in-depth research on customers in the area. We defined core audience characteristics important to Uber Eats including: working times, lifestyle, and key trends within the segment. These all played a part in our highly targeted content and geographical search strategies. The team were able to use geo-targeting in a systematic strategy to deliver different content to consumers based on their geographic locations. This coupled with targeting higher tier restaurants, allowed for a network effect to take hold and produce astounding results early on.

List the results

Based on performance analysis, we focused on platforms and location with the best conversion rates. ● In January 2019, after 1 year of running branding awareness campaigns, search volume for brand terms increased +488% YoY. ● Compared to another channel which is run by the client, Naver drove 600% more app downloads & 963% more first trips. Performance growth by activity 3 ● CPI dropped 99.7%, from 710,000KRW to 2,500KRW, compared to the period of running a single channel only. ● From May 18 to Jan 19 the results showed strong CTR of 0.81% After one year of running search for Uber Eats, conversions from organic visitors increased drastically along with conversions from paid ads ● 1,230% growth in conversions from organic visitors ● 15,025% growth in conversions from paid ads

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