This article is written by Metrics, a data science company applied to strategic communication.
The effects of the pandemic in Mexico began in March 2020. In an analysis carried out by Metrics on it, it was observed that the food sector had an inflection (increase in purchases) during the third month of the year, due to panic purchases . Subsequently, companies dedicated to home delivery of both prepared food and supermarket purchases had a positive impact, due to the increase in use triggered by the confinement.
A year later, for the second half of March 2021 we located the trend #EstaNocheVoyaCenar , a campaign carried out by Uber Eats that together with the services of Rappi, CornerShop, iVoy, Didi Food were in charge of carrying out food home deliveries prepared and unprepared during the health crisis.
Eugenio Derbez and Óscar Jaenada were the protagonists of the campaign. In the video, which was broadcast on television and social networks, both actors are seen engaged in the typical fight to choose the food for dinner. With this initiative, the company sought to promote the use of food delivery applications.
Applying the Metrics campaign performance audit system, in which behavior, attitude, discursive lines and compliance with the brand positioning objective are studied, we were able to analyze the results of the same with the hashtag promoted by the company of delivery, which has a history since May 2020.
According to the official publications of the brand, the main goal of the promotion in March of this year was to position the millions of options that a user has to buy food through the Uber Eats service and apply a 2×1 in the so-called “Days Eats ”.
In the audit carried out from March 12 to 30, 2021, it was determined that the day with the most impact in that period was March 16, at which time the publications used #EstaNocheVoyACenar, and which was taken up by public opinion, exceeded the level of mentions that the brand normally has on Twitter.
However, after March 16 there was no evidence in the use of the hashtag, which indicates that although this campaign has been running for a year and has had multiple activations, public opinion still does not use it as a usual concept for them to refer to. to the purchases that they will make through the platform, but it does happen at the moment that Uber activates publications with promotions.
When there is the activation of promotional messages and the impulse to use the hashtag, the reaction from users on Twitter is favorable, since in this case they reacted with a 97% positive attitude (560 messages in favor).
This means that the cost per positive positioning per message for the Uber Eats trend in Mexico was approximately $ 7.8 per Twitter user.
In qualitative terms, despite the fact that the objective of the platform was to position the purchase options that users had, this conversation axis came in third place with 10% of the positive conversation. Likewise, 52% of the positive messages focused on the delivery men and the delivery time of the service.
It highlights that although the campaign paid off in terms of the messages in favor, users in digital media highlighted their dislike for the appearance of Eugenio Derbez in the promotional videos, mentioning that the actor does not have credibility. This highlights the importance of analyzing the perception that exists towards stakeholders prior to making decisions about whether or not they will participate in a campaign based on the brand’s criteria.
