#GoPuffPartners
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Kings of convenience, Gopuff, we’re ready to launch in London. They knew they had something special to offer. We knew it too. But how could we spread the word across the UK’s most densely populated city?
Key Objectives
01
Create a bank of authentic and relatable content across Dior’s beauty, skincare, and fragrance departments.
02
Global penetration of key e-commerce markets from one centralised programme.
03
Foster genuine brand communities based on product experience at a peer-to-peer level.
Copy about identifying 8 different types of personas which would inform the core gopuff demographic and allow us a good spread of content.
Meet our #GoPuffPartners
The Super Parent
Easy peasy food delivery without having to leave the house
The Hostess
Easy ingredients for cocktails delivered pronto
The Vegan
A range of vegan stuff to rival any supermarket selection
The Student
Convenient late-night deliveries for booze and snacks + a cheeky FAN50 promo code
The Foodies
Relished the range of products to produce inspiring and delicious meals.
The Professional
Quick Secret Santa gift solutions or a treat after a hard day at the office
The Gamer
Food delivery without having to leave your console? Ideal.
The Fitness Fanatic
Raved about Gopuff’s wide range of healthy snacks and treats
Organic Results
We call the smaller-scale influencers Brand Fans. Working with thousands of them each month.
827
4.9m
8
2037
Brand Fans Activated
Total Following
Total Weeks
Pieces of Content Shared
474k
7.2%
1.4m
Total Engagements
Engagement Rate
Total Impressions
Campaign Sentiment
21k audience comments 98% positive sentiment with a focus on brand love and purchase intent.
Many orders arrived within 15 min or less – beating the competition
The FAN50 discount code drove high numbers of comments showing intent to download and use the app. Loyalty was generated from successful use.
Speed
Accessablity
Value
Users raved about the accessibility, proficiency, and nationwide availability of Gopuff. It proved especially safe and efficient in the context of the Covid-19 pandemic.
Posts Shared
729 posts shared
186k total engagements
Engagements
1m total reach
Reach
1.1m total impressions
Impressions
Stories
729 posts shared
Posts Shared
186k total engagements
Engagement
1m total reach
Reach
1.1m total impressions
Impressions
Tiktok
729 posts shared
Posts Shared
186k total engagements
Engagements
1m total reach
Reach
1.1m total impressions
Impressions
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Based on IMH
Benchmark Report 2021
Benchmark Report 2021
Industry Standard
vs
Buttermilk Achieved
Engagement Rate
3.8%
7.2%
Comments
7 Per Post
75 Per Post
Reel View Rate
40%
70.7%