Deliveroo - viral marketing and online engagement strategies

Background‍

Deliveroo has managed to stand out in the meal delivery market thanks to innovative digital marketing strategies aimed at generating strong engagement and making the brand go viral on social networks. The company used several levers to maximize its visibility and create lasting links with its users.

Key strategies

1. Influencer marketing:
   Deliveroo has collaborated with influencers and content creators, mainly in the culinary field, to reach a wide audience, especially the younger generations. These partnerships have reinforced the brand's dynamic image and brought it closer to its consumers.
2. Creative campaigns:
   The brand used humorous, offbeat ads to capture attention. By focusing on fun, unexpected scenarios around delivery, Deliveroo generated shares and positive engagement on social networks.
3. Exploiting social trends:
   Deliveroo aligned its campaigns with popular events such as sports competitions or cultural festivals. Special promotions linked to these events captured consumers' attention and created a sense of urgency.
4. Gamification and challenges:
   The brand has introduced interactive games and competitions on social networks, encouraging users to actively participate, generating a large number of shares, comments and interactions.
5. User-generated content:
   Encouraging customers to share their visual experiences has enabled Deliveroo to create a dynamic community, while feeding the visual aspect of the brand.
6. Humor and provocative messages:
   By using humor, as in its collaboration with James Acaster, Deliveroo has broken the codes of traditional marketing, making the brand more accessible and likeable, which has largely contributed to its viral appeal.
7. Personalization:
   Using advanced algorithms, Deliveroo offered personalized food recommendations and targeted push notifications to encourage users to return regularly.
8. Local dimension:
   By highlighting local restaurants and creating campaigns specific to certain geographical areas, Deliveroo has strengthened its ties with local communities, increasing regional involvement.

Results

• Increased awareness and engagement: The campaigns enabled Deliveroo to strengthen its online presence and reach a large audience, particularly on Instagram and TikTok. Partnerships with influencers were particularly effective in boosting the brand's visibility.
• Conversions and sales: Promotional campaigns, such as first-order discounts, have generated a noticeable increase in users and sales, especially during events like Black Friday.
• High engagement: Interaction on social networks was particularly strong, with numerous reactions to posts, sharing of user-generated content and participation in contests.