This document outlines Uber Eats' digital marketing campaign strategy to increase brand awareness and leads. It discusses Uber Eats' competitors and lower online presence. The objectives are to increase app leads by 20% in a month and boost social media awareness. The target audiences are students, young professionals, and senior managers. Content will be posted to Facebook, Instagram, YouTube and include food photos, restaurant promotions, chef interviews, and contests. A social media calendar and post timings are provided along with sample posts and strategies for on-ground marketing, SEM ads, and influencer collaboration.

1. Presented by Sherebanu Patawala, Ritu Jain & Prasham Jhaveri

2. Introduction

3. ➔ 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.
Initial Perception

4. Competitors

5. Online Presence
Online Presence
Facebook ✔️ ✔️ ✔️
Instagram ✔️ ✔️ ✔️
Twitter ✔️ ✔️ ✔️
Youtube X ✔️ ✔️
Mobile App ✔️ ✔️ ✔️
Website ✔️ ✔️ ✔️

6. 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
youtube but intend
to make
one(ubereats
posts via Uber
India)
3,479 14,207

7. Mobile Apps

8. Website : ubereats.com

9. 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
Campaign Name: Uber Food Tales

10. Objectives and Goals
➔ To increase leads by 20% in 1 month on the Ubereats
app
➔ Increase brand awareness on social media

11. Target Audience

12. Set 1 Set 2 Set 3
Age: 18 - 25 years Age: 25 - 32 years Age: 28 - 35 years
College students Freshers/ Mid-level
executive position
Senior Managerial
position
Income: Pocket
money
Income: 20k - 35k
per month
Income: 70k - 1 lakh
per month
Class: lower/
Middle/ Upper
Class: Middle Class: Middle/Upper
Smartphone users

13. 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

14. 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

15. 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
Buyer Persona

16. Digital Vehicles for Campaign

17. 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

18. Content Calendar
1 - Youtube/FB - Chef
Interview and restaurant
overview video (campaign)
Insta- story with swipe up
2 - No post 3 - FB/Insta - Festive
post for Janmashtami
(Cinemagraph/GIF)
4 - Insta/FB-Signature
dish (campaign)
FB/Insta -Tuesday
trivia
5 - Insta/FB-Post
wishing Happy
Teacher’s Day
Instagram - Midweek
Blues Offers
6 - Insta - Snippet of
the upcoming chef
interview & Kitchen
(Campaign)
7 - Insta/FB - TGIF
(GIF)
Facebook - canvas ad
of uber eats
8 - Youtube/FB - Chef
Interview and restaurant
overview video (campaign)
Insta- story with swipe up
9 - No post 10 - FB/Insta - healthy
food creative with
restaurant promotion
11 - Insta/FB-
Signature dish
(campaign)
12 - FB/Insta- Sneak
peek of the next
restaurant kitchen
(Campaign)
13 - Insta - Contest
International Chocolate
day & Ganesh Chaturthi
FB/Insta - Festive post
14 - Insta/FB - offers
(Friday special
takeout) Swipe up
options
15- Youtube/FB - Chef
Interview and restaurant
overview video (campaign)
Insta- story with swipe up
16 - No post 17 - FB/Insta - Delicious
food picture to begin
the week
(cinemagraph)
18 - Insta/FB-
Signature dish
(campaign)
FB/Insta- Tuesday
trivia
19 - Instagram -
Midweek Blues
Offers
20 - Insta - Snippet of
the upcoming chef
interview & Kitchen
(Campaign)
21
Facebook - canvas ad
Insta/FB - Delicious
Food picture
22 - Youtube/FB - Chef
Interview and restaurant
overview video (campaign)
Insta- story with swipe up
23 - No post 24 - Insta -
Amazing offers for
monday blues
Insta/FB - Food pic
25 - Insta/FB-
Signature dish
(campaign)
26 - FB/Insta -
Delicious food
picture to begin the
week
(cinemagraph)
27 - Insta - Snippet of
the upcoming chef
interview & Kitchen
(Campaign)
Facebook - canvas ad
28 - Insta/FB - TGIF
(GIF)
29 - Youtube/FB - Chef
Interview and restaurant
overview video (campaign)
Insta- story with swipe up
30 - No post
SAT SUN MON TUE WED THU FRI
Campaign - Red , Offers - Green , Contest - Yellow , General posts - White

19. Timings for posts
➔ Instagram and Facebook- 11 am to 1 pm & 7 pm to 9
pm
➔ Twitter- varies according to trending topics

20. Sample Posts
Caption: Friday night is pizza
night. Tame your hunger with
this scrumptious delight!
Order now.
Hashtags: #UberFoodtales
#foodgasm #tastythursday
#pizzalove

21. Sample Posts
Caption: Bappa likes it eco-
friendly, you should too! Happy
Ganesh Chaturthi!
Hashtags:
#HappyGaneshChaturthi
#Ganpatibappamoraya#Modak
#Eco- Friendly#UberFoodTales

22. 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

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

24. 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

25. 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.

26. 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

27. Influencers - Celebrity Chefs
Pooja Dhingra Ranveer Brar Saransh Goila

28. Influencers
Mithila Palkar - Actress Rohan Joshi - Comedian

29. Thank you