V. Deliveroo Hyperlocal Creative & Media Toolkit (UKI)


What did we create?

In 2022, Deliveroo double downed on their Hyperlocal approach to growth, making it the #1 priority for the business. As the lead for Hyperlocal, Media & Campaigns within the UKI, I partnered with a complex group of stakeholders across Marketing, Value and Regional teams to bring to life 5 Sprint City campaigns over the course of the year. The Sprint City campaigns were underpinned by an overarching toolkitted strategy that I drove forward in collaboration with our creative & media agencies. 

Mass integrated campaigns
(Core & Greater London, North, South & Midlands UK, Ireland)

OOH - static, animated and dynamic with over 500+ executions 
Digital 
- Dynamic banners 
- CRM - targeted in-app, push, email 
- Email - targeted
- Standard and rich media banners
- Paid social (IG, FB, YT)
- Dynamic digital audio 
Radio spots x 2 :30s 
Brand TV localisation 
VOD 
Direct mail 

Why is this project one of my faves?

Defining the overall media & creative strategy for Deliveroo’s 2022 Hyperlocal marketing efforts presented me with the opportunity to understand our consumers and put them at the heart of our initiatives. Hyperlocal marketing is naturally granular, and with our efforts we were able to present consumers with local selection, relevant to their localities through media channels that reached them contextually. The objectives of each campaign were multi pronged, dependent on the location and demographic we were targeting. This pushed the boundaries of both creative & media, tapping into audiences based on the needs of building awareness or unlocking consideration barriers. 

What role did I play? 

Marketing Campaigns Manager, UKI Hyperlocal - Deliveroo Ltd.

Campaign strategy expert.
Being the sole Hyperlocal Media & Campaigns team member presented me with a unique opportunity to develop the strategic vision for media & creative. I did this by pulling on insight through LBDS & psychographic consumer segmentation, paired with first party local data analysis to inform an objective focused integrated agency brief. The brief acted as the launch pad for the campaign planning process, producing a cohesive media & creative toolkit to be deployed across campaign bursts through the year. Working alongside internal and external partners, I crafted the Hyperlocal communications & media framework, aligned with Marketing & Regional teams. The frameworks provided a dynamic solution to conveying local selection and value to target audiences via targeted channels, increasing media efficiencies for the business.  

How did I add value to the project?

Optimise, optimise, optimise.
At Deliveroo, we are big on building upon every last initiative, and that is exactly what I did for the Hyperlocal 2022 media & creative strategy. Having 8 months under my belt with Hyperlocal in 2021, I crafted a strategy in collaboration with stakeholders that: 1 - optimised the Hyperlocal media process, leading to a longer planning period, in turn delivering higher R+F and more cost effective rates, 2 - employed dynamic creative solutions within OOH to allow for further localisation and lower creative agency fees, 3 - new T&L strategies, where we tested against tertiary audience segments to understand ROI within new marketing locales and a media channel test within the VOD space. 

Who did I learn from? 

Marketing Deliveroo: Rebecca Caroll, Poppy Shute, Darren Ferry, Sheena Kotadia 
Creative agency: Pablo London 
Media agency: Initiative London 

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