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    Uber Eats

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    paldept
    Uber Eats wants to increase its brand awareness and user base in India through a new campaign. The campaign "Uber Food Tales" will highlight the quality and hygiene of restaurants on the Uber Eats platform. A content calendar and sample social media posts emphasizing deals, food pictures and interviews were presented. The campaign aims to increase app leads by 20% and brand awareness on social media through influencer collaborations and emphasizing sanitization.

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    Uber Eats

    Uploaded by

    paldept
    33 views29 pages
    Uber Eats wants to increase its brand awareness and user base in India through a new campaign. The campaign "Uber Food Tales" will highlight the quality and hygiene of restaurants on the Uber Eats platform. A content calendar and sample social media posts emphasizing deals, food pictures and interviews were presented. The campaign aims to increase app leads by 20% and brand awareness on social media through influencer collaborations and emphasizing sanitization.

    Original Description:

    ubereatscontentstrategyppt-180915053637

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    Uber Eats wants to increase its brand awareness and user base in India through a new campaign. The campaign "Uber Food Tales" will highlight the quality and hygiene of restaurants on the Uber Eats platform. A content calendar and sample social media posts emphasizing deals, food pictures and interviews were presented. The campaign aims to increase app leads by 20% and brand awareness on social media through influencer collaborations and emphasizing sanitization.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    33 views29 pages

    Uber Eats

    Uploaded by

    paldept
    Uber Eats wants to increase its brand awareness and user base in India through a new campaign. The campaign "Uber Food Tales" will highlight the quality and hygiene of restaurants on the Uber Eats platform. A content calendar and sample social media posts emphasizing deals, food pictures and interviews were presented. The campaign aims to increase app leads by 20% and brand awareness on social media through influencer collaborations and emphasizing sanitization.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 29

    Presented by Sherebanu Patawala, Ritu Jain & Prasham Jhaveri

    Introduction
    Initial Perception
    ➔ Uber eats is a food delivery app which offers good
    discounts but its reach is very less pan India and doesn’t
    promote restaurants that are tied up with them.

    ➔ The brand doesn’t post on social media on a regular basis

    ➔ Compared to Swiggy and Zomato its major competitors


    their users are far less.
    Competitors
    Online Presence

    Online Presence

    Facebook ✔️ ✔️ ✔️

    Instagram ✔️ ✔️ ✔️

    Twitter ✔️ ✔️ ✔️

    Youtube X ✔️ ✔️

    Mobile App ✔️ ✔️ ✔️

    Website ✔️ ✔️ ✔️
    Online Engagement
    Social Media
    Platforms

    Followers (Facebook) 1,846,301 2,056,545 776,508

    Followers (Instagram) 21.8k 131k 54.6k

    Followers (Twitter) 2771 25,575 48.5k

    Subscribers(Youtube) No channel on 3,479 14,207


    youtube but intend
    to make
    one(ubereats
    posts via Uber
    India)
    Mobile Apps
    Website : ubereats.com
    Campaign Name: Uber Food Tales

    Hashtag: #Uberfoodtales

    Tagline: Order from the most pristine restaurants near you

    Reason:
    ➔ To represent that we are offering the best selection of
    restaurants keeping sanitisation and hygiene in mind
    ➔ To build trust in consumers about the quality of food delivered
    via Uber Eats
    Objectives and Goals

    ➔ To increase leads by 20% in 1 month on the Ubereats


    app

    ➔ Increase brand awareness on social media


    Target Audience
    Set 1 Set 2 Set 3

    Age: 18 - 25 years Age: 25 - 32 years Age: 28 - 35 years

    College students Freshers/ Mid-level Senior Managerial


    executive position position

    Income: Pocket Income: 20k - 35k Income: 70k - 1 lakh


    money per month per month

    Class: lower/ Class: Middle Class: Middle/Upper


    Middle/ Upper

    Smartphone users
    Buyer Persona

    Name: Siddhi Chandrawat


    Personal Background:
    Age: 21 years
    Education: Graduate in BBA
    Role: Outstation student
    Buyer motivation: New in the city, Insufficient
    time, Convenience, Good Deals
    Buyer Persona

    Name: Aneri Jain

    Personal Background:
    Age: 25 years
    Single and lives as a Paying Guest.
    Education: Graduate in mass media
    Role: Media Manager at Posterscope
    Buyer motivation: Insufficient time, Convenience,
    Good Deals
    Buyer Persona

    Name: Vaibhav Vermani


    Personal Background:
    Age: 31 years

    Single and Independent

    Education: Post graduate in Advertising


    Role: Manager at Moving Colors Entertainment
    Buyer motivation: Insufficient time
    Digital Vehicles for Campaign
    Content Bucket
    ➔ Delicious food images - promoting the bestseller dishes
    ➔ Promote Restaurants via UberEats
    ➔ Restaurant chef interviews
    ➔ Behind the scenes - Restaurant Kitchen snippets (360 videos and
    panoramic images)
    ➔ Trending topical posts
    ➔ Offers/ discounts
    ➔ Collaborations with celebrity chefs or personalities
    ➔ Contest and giveaways
    ➔ Celebrating festive days
    ➔ Influencers and Quizzes
    ➔ AD Creation
    Content Calendar Campaign - Red , Offers - Green , Contest - Yellow , General posts - White

    SAT SUN MON TUE WED THU FRI


    1 - Youtube/FB - Chef 2 - No post 3 - FB/Insta - Festive 4 - Insta/FB-Signature 5 - Insta/FB-Post 6 - Insta - Snippet of 7 - Insta/FB - TGIF
    Interview and restaurant post for Janmashtami dish (campaign) wishing Happy the upcoming chef (GIF)
    overview video (campaign) (Cinemagraph/GIF) FB/Insta -Tuesday Teacher’s Day interview & Kitchen Facebook - canvas ad
    Insta- story with swipe up trivia Instagram - Midweek (Campaign) of uber eats
    Blues Offers

    8 - Youtube/FB - Chef 9 - No post 10 - FB/Insta - healthy 11 - Insta/FB- 12 - FB/Insta- Sneak 13 - Insta - Contest 14 - Insta/FB - offers
    Interview and restaurant food creative with Signature dish peek of the next International Chocolate (Friday special
    overview video (campaign) restaurant promotion (campaign) restaurant kitchen day & Ganesh Chaturthi takeout) Swipe up
    Insta- story with swipe up (Campaign) FB/Insta - Festive post options

    15- Youtube/FB - Chef 16 - No post 17 - FB/Insta - Delicious 18 - Insta/FB- 19 - Instagram - 20 - Insta - Snippet of 21
    Interview and restaurant food picture to begin Signature dish Midweek Blues the upcoming chef Facebook - canvas ad
    overview video (campaign) the week (campaign) Offers interview & Kitchen Insta/FB - Delicious
    Insta- story with swipe up (cinemagraph) FB/Insta- Tuesday (Campaign) Food picture
    trivia

    22 - Youtube/FB - Chef 23 - No post 24 - Insta - 25 - Insta/FB- 26 - FB/Insta - 27 - Insta - Snippet of 28 - Insta/FB - TGIF
    Interview and restaurant Amazing offers for Signature dish Delicious food the upcoming chef (GIF)
    overview video (campaign) monday blues (campaign) picture to begin the interview & Kitchen
    Insta- story with swipe up Insta/FB - Food pic week (Campaign)
    (cinemagraph) Facebook - canvas ad

    29 - Youtube/FB - Chef 30 - No post


    Interview and restaurant
    overview video (campaign)
    Insta- story with swipe up
    Timings for posts

    ➔ Instagram and Facebook- 11 am to 1 pm & 7 pm to 9


    pm

    ➔ Twitter- varies according to trending topics


    Sample Posts
    Caption: Friday night is pizza
    night. Tame your hunger with
    this scrumptious delight!
    Order now.

    Hashtags: #UberFoodtales
    #foodgasm #tastythursday
    #pizzalove
    Sample Posts
    Caption: Bappa likes it eco-
    friendly, you should too! Happy
    Ganesh Chaturthi!

    Hashtags:
    #HappyGaneshChaturthi
    #Ganpatibappamoraya#Modak
    #Eco- Friendly#UberFoodTales
    Sample posts
    Caption: Don’t know where to
    wipe hands after eating? Or just
    lazy to wash hands? Fear not
    Ubereats is at the rescue. With
    every order we will send out
    single wet tissue packet! So what
    are you waiting for? Let the feasts
    begin!

    Hashtags: #UberFoodTales
    #Sanitisation #Hygiene #Neatness
    #UberEats
    Chef interviews
    Caption: Quote from the
    interview “___” Watch this full
    interview. Link in the bio.

    Hashtags: #UberFoodTales
    #UberEats
    https://www.youtube.com/watch?v=zc9vFWrjE9w&t=198s
    360 Videos and Panoramic image of the
    kitchen
    We would like to give the
    consumers a view of the clean
    restaurant kitchens through the
    Uber Eats mobile app and post
    Youtube/Facebook

    Hashtags: #UberFoodTales
    #sanitisation#UberEats
    On ground marketing
    ➔ For on-ground marketing, we will send out single wet tissue packets
    with the food ordered promoting sanitisation.

    ➔ None of the competitors have done this yet, giving Uber Eats an edge
    in the market.

    ➔ This will show that as a Company it also really cares about Neatness,
    Purity and Hygiene.
    SEM Strategy - AD creation
    Headline 1
    Uber Eats - Fresh. Fast. Tasty - 30 Characters
    Headline 2
    24 hours food delivery service - 30 Characters
    Description
    Hungry at 2 am? Uber eats is at your service. Fastest delivery. Best discounts. - 80
    Characters
    Extension
    Sitelink - Best fast food restaurants, best italian/Chinese/Indian restaurants,
    Call out - 24hr open restaurants, Late night food delivery, delivery at your doorstep
    App Extension- Download the App
    Cuisines - Indian, Italian, Mexican, Chinese, Mughlai (structured snippets)
    Price - Best food deals of the day
    Influencers - Celebrity Chefs

    Pooja Dhingra Ranveer Brar Saransh Goila


    Influencers

    Mithila Palkar - Actress Rohan Joshi - Comedian


    Thank you

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