Boosting Brand Love: Uber Eats’ Successful Digital Marketing Campaign in South Africa

The Client

Uber Eats is an online food ordering and delivery platform launched by Uber in 2014. Couriers deliver meals using various methods, including cars, scooters, bikes, or on foot. It is operational in over 6,000 cities across 45+ countries as of 2024.

The Challenge

To strengthen Uber Eats’ category position in South Africa by increasing brand consideration.

Our customer research told us:

• Food delivery is well established in South African urban areas.

• Uber Eats enjoys high brand awareness (due to the ride-sharing app) but low consideration and intent.

• Quality perception, price and everyday fit are the three main barriers to trying.

The Solution

We designed and executed a digital marketing campaign (social + influencers) to increase brand consideration and action intent. The main idea was to exploit the high exposure generated by the ATL campaign to strengthen brand love and credibility using local celebrities.

We opted for a mix of Macro (nation-wide) and Micro (city-specific) influencers to achieve reach while keeping the content relevant to our audience.

For two months (from March to April), we asked 10+ influencers to use Uber Eats during their daily routine and to document the experience on Instagram (through stories or permanent posts). We intentionally kept the brief loose to enhance authenticity. We only asked the celebrities to tag us and include the campaign hashtag #whereverlifetakesme.

The Result

• 10 Influencers

• 140+ Instagram posts (stories + feed)

• 5M+ Impressions (5.9% avg. e.r.)

• 9.2 pts. Decrease in negative mentions

• 3 pts. Incremental uplift in action intent