Data-Driven Influencer Campaign: Leading the 'Burger Challenge' at Pedidos Ya

Overview:

As Product Marketing Manager at Pedidos Ya, I led the "Burger Challenge", a collaborative initiative with Burger King, which aimed to drive engagement and sales by leveraging influencer power and creating a unique, interactive consumer experience. The campaign was a success, boosting both brand visibility and sales, especially in the fast-food category, while fostering customer loyalty and engagement.

Objective:

Our primary goal was to engage Pedidos Ya users with a fun and interactive challenge that would drive sales, especially in specific product categories, and increase app usage. We sought to:

Promote Burger King’s limited-time offer on Pedidos Ya.
Boost sales of burgers, with a specific focus on creating a viral, shareable experience.
Foster brand awareness and loyalty through targeted influencer campaigns.

Strategy & Execution:

Influencer Partnership: We partnered with top influencers who had a strong following among our target audience. The chosen influencers, Ramcelis and Adolfo, were key figures with high engagement rates, especially among the top buyers of fast food. Their influence helped us tap into a broad audience, especially young, tech-savvy consumers.

The Challenge: The idea was simple yet engaging: each influencer would create their own exclusive burger. These burgers were available for purchase only through Pedidos Ya, exclusively from Burger King. The challenge was to create a fun and competitive experience for the customers—each time a customer purchased one of the influencer's burgers, they were casting a vote for their favorite influencer’s burger. The winner would get special prizes for their followers.

Campaign Details:

Promotional Messaging: The campaign’s messaging was fun and engaging, designed to build excitement. The influencers shared content about their custom burgers and asked their followers to vote by purchasing through Pedidos Ya.

In-App Messaging & Creative: I developed all the in-app messages, push notifications, and creative assets used in the campaign. The creative was aligned with the influencer's style, ensuring authenticity and broad appeal. Visuals highlighted the exclusivity and fun of the challenge.

Voting Mechanism: Every burger purchased gave customers one vote to support their favorite influencer’s creation. This voting system encouraged repeat purchases and customer involvement.

Marketing Channels:

Social Media: The influencers promoted their burgers through Instagram and YouTube, driving their followers to Pedidos Ya to cast their votes by purchasing the burger.

Pedidos Ya Platform: I ensured that the campaign was integrated smoothly into the app, where users could easily find and purchase the burger of their chosen influencer. The app’s interface was designed to encourage repeat participation through a seamless user experience.

Email & Push Notifications: Regular updates kept users informed about the challenge’s progress and reminded them to cast their votes by making purchases.
Results:

The "Burger Challenge" was a resounding success, exceeding sales expectations and building customer loyalty:

Increased Sales: The campaign drove significant growth in burger sales, particularly in the alcohol category, as users ordered drinks along with their meals. The unique concept of voting through purchases generated a sense of urgency, encouraging repeat buys and high conversion rates.

Customer Engagement: The interactive nature of the campaign led to higher engagement rates on the app, with users participating actively in the challenge by voting and sharing their experiences on social media.

Brand Visibility: The use of high-profile influencers amplified brand awareness, especially among younger consumers who are key to the Pedidos Ya customer base. The challenge went viral on social media, further increasing visibility for both Pedidos Ya and Burger King.

Customer Loyalty: The challenge's fun and competitive aspect fostered a sense of community among users, contributing to increased customer loyalty and brand affinity for both Pedidos Ya and Burger King.

Key Takeaways:

Influencer-Driven Campaigns: Partnering with top influencers who have a strong connection with your target audience can drive massive engagement and significantly increase sales.
Engaging User Experiences: Combining gamification elements with exclusive offers can create a unique and memorable customer experience that encourages repeat engagement.

Data-Driven Insights: Throughout the campaign, we analyzed data to optimize in-app messaging and ensure we were targeting the right customers at the right time. Data-driven decisions helped refine the campaign in real-time, increasing its effectiveness.

The "Burger Challenge" not only succeeded in boosting sales but also set a precedent for future influencer-driven campaigns at Pedidos Ya, showcasing the power of creative, data-backed marketing strategies.