Uber Eats is a leading food delivery service platform operating worldwide. The Uber Eats app connects users with a broad range of local restaurants, allowing users to order from the full menus of their local favorites whenever they want.
With the COVID-19 pandemic changing the consumer behavior, the Uber Eats marketing team needed help adapting their messaging to rapidly react to the situation.
Uber Eats launched two responses to the pandemic:
To drive the message that Uber Eats is here to help support the community, the company adopted a sincere and straightforward tone-of-voice and highlighted their pandemic responses. They needed to launch new creatives with localized copy for multiple markets, while showcasing the variety of restaurants that continued serving customers through Uber Eats.
Together with Smartly.io's Creative Studio team, Uber Eats was able to successfully adopt a new creative strategy and scale their Facebook advertising to five markets and three languages.
The Smartly.io Creative Studio team helped Uber Eats to:
The Uber Eats team then used Smartly.io’s Video Templates tool to automatically create hundreds of videos with localized copy and changing food options.
“Smartly.io seamlessly stepped in to support our in-house creative teams—who were inundated with COVID-19 creative updates—to produce top-quality assets on a very accelerated, aggressive timeline.”
Merry Morud, Marketing Manager, Performance Creative Optimization, Uber