The pandemic has sparked significant growth for meals supply apps and, in flip, has compelled manufacturers to get inventive with their digital advertising to make sure shoppers proceed hitting the Order button on their telephones.
Postmates discovered success with its current e-mail and social advertising efforts by leveraging inbox gamification to advertise Chipotle offers and staying on the heartbeat of what’s taking place in popular culture, particularly round Ok-pop group Blackpink’s new album.
Inventive director Kevin Byrd mentioned that whereas the model operates as a tech firm, Postmates’ efficiency advertising philosophy is to suppose like a “life-style model” and “meet clients the place they’re at any given second.” Along with being attentive to what has resonated properly with shoppers prior to now, the model additionally always tries to experiment with new ways.
“Creatively, we’re focused on discovering methods we will always disrupt what’s taking place in every of our totally different channels,” he mentioned. “Until you’re doing that, you gained’t actually uncover new methods of encouraging engagement.”
Moderately than sending clients a regular e-mail selling Chipotle offers, Postmates in September selected to “eventize” the gives with an ‘80s throwback: Plinko.
The model emailed a Chipotle-branded Plinko board to clients, who have been inspired to play by dropping a “chip” on their display screen to win codes for gives like free guacamole, a free burrito or $100 to order Chipotle on Postmates.
Shoppers who performed the digital recreation might share their winnings on social media, which Postmates views as a measure of success.
“The truth that the sport resonated was second to know we’re reaching individuals. This was about making one thing compelling and enjoyable for our clients,” Byrd mentioned. “One of many objectives going into any [campaign] is to get individuals speaking. We discover these indicators totally on social.”
Whereas Postmates has discovered new success with gamification, the model continues to leverage celebrity partnerships for efficient fan engagement. Most just lately, the model did this by providing giveaways and offers tied to some of the in style Ok-pop teams ever: Blackpink.
Timed to the discharge of the lady group’s new file, The Album, in early October, Postmates emailed shoppers offers to native ice cream spots as a nod to “Ice Cream,” Blackpink’s new single that includes Selena Gomez.
The marketing campaign additionally included an in-app sweepstakes providing unique Blackpink merch, leading to Postmates’ hottest tweet ever. The model’s tweet concerning the marketing campaign to the group’s fandom (referred to as Blinks), garnered almost 12,000 retweets and greater than 77,000 likes.
“The precise ask for this marketing campaign was: How can we intersect popular culture and meals tradition in a manner that resonates with our shoppers?” Byrd mentioned. “We attempt to be ingrained in popular culture and with Blackpink being wildly in style, this was match.”
Byrd mentioned Postmates will proceed investing in celeb partnerships, noting that a few of the model’s greatest performing emails have concerned celebrity-led messaging, particularly round their go-to supply orders. He additionally mentioned Postmates will proceed to emphasise native, Black-owned companies in its advertising, which the model started highlighting in June in response to nationwide Black Lives Matter protests.
Heading into This autumn of 2020, Byrd mentioned the model will study how the pandemic has impacted ordering traits since March, and the way greatest to handle these traits via e-mail and social.
“The panorama is consistently altering, not simply in enterprise but in addition at a human and cultural degree,” Byrd mentioned. “Being conscious about that helps present perspective so we will hone in your advertising, whether or not that be e-mail or social campaigns.”