Situation:
Tasked with developing a comprehensive B2B and B2C awareness and engagement campaign for Deliveroo, aimed at increasing market share in the fiercely competitive food delivery app market. The campaign targeted Gen Z, Millennials, Gen X, and Baby Boomers, spanning both customer and restaurant partner demographics.
Task:
Primary objective was to evolve the existing #heretodeliver platform by shifting focus from the mere action of delivery to the underlying ethos and attitude that define the Deliveroo brand. The challenge was to retain the platform's essence while emphasising the interconnectedness of Deliveroo's community—comprising customers, restaurants, and delivery riders.
Action:
Adopted a Customer Experience (CX) methodology to guide the strategic approach, analysing target audience barriers related to price, delivery time, real-time tracking technology, selection, and quality. This analysis also involved comprehensive research including building accurate customer personas and customer journey mapping to understand the needs and motivations of the target audience. Through this analysis, I uncovered a common need that resonated across all three pillars of the Deliveroo business and its customers: the desire for best-quality service to support the #heretodeliver campaign.
Actions I took included:
Shifting the campaign narrative from community to highlight Deliveroo's commitment to delivering the best-quality service, emphasising its role in supporting the three pillars of the business - customers, restaurants, and delivery riders.
Enhancing the app's real-time tracking technology and streamlining the delivery process to improve efficiency and customer satisfaction.
Implementing initiatives to expand the selection of high-quality restaurants and cuisines available on the platform, catering to diverse tastes and preferences.
Investing in training and support programs for delivery riders to ensure they deliver exceptional service and uphold Deliveroo's brand values.
Leveraging targeted marketing campaigns across digital and traditional channels to communicate the campaign's message and drive engagement among the target demographics.
Adopting a owned, earned paid media strategy to optimise social media content and partnerships.
Building accurate KPI’s for measurement and optimisation.
Result:
Measurement:
Campaign channels - Improvado, Brandwatch, Hubspot.
Website - GA4, monitoring + optimisation.
CRM - in store surveys Survey Monkey, QR codes & sales staff. Strategic initiatives yielded impressive results, driving significant improvements across key metrics:
App orders by customers increased by an average of 19% quarter on quarter in 2021, indicating heightened engagement and satisfaction with Deliveroo's service.
Deliveroo attracted a 12% increase in restaurant partners in major cities in the UK, reflecting enhanced appeal and value proposition for businesses.
The platform experienced a 14% increase in new riders, indicating improved recruitment and retention efforts driven by the campaign's focus on community and quality service.
This STAR case study demonstrates my ability to innovate and drive meaningful change within a fiercely competitive market landscape, resulting in tangible improvements in market share, customer engagement, and stakeholder satisfaction for Deliveroo.