VII. foodora Canada - On-Demand Liquor Delivery
What did we create?
We needed to make noise and get our audience even more pumped about a service they had been anticipating. So, we did just that. We went for a copy-forward campaign that made the service relevant, prioritising the various products available. OOH Campaign
Digital acquisition campaign
Organic & paid social (FB, IG, TW)
Blog content
CRM lifecycle campaign
Influencer launch event & partnerships
In-store collateral
Brand ambassador activations
Direct mail
Why is this project one of my faves?
On-demand liquor delivery, what is there not to like? In all seriousness, at foodora Canada, we were first to market in launching on-demand liquor delivery through the only distributor of alcohol in the province of Ontario (the largest wine importer in the world). It was a big deal to say the least. The two launch markets (Toronto & Ottawa) went wild.
In addition to bringing to life a novel service, this camapaign was the first time I got to put my creative skills to the test. I had the opportunity to copywrite for the OOH, CRM, digital and social components of the campaign, as well as creative direct the entire creative process. While I would not classify myself as a creative by any means, this process took me out of my comfort zone and taught me about my abilities in pushing my personal boundaries to the limit.
What role did I play?
Marketing Campaigns Manager - foodora CanadaAs the Marketing Campaigns Manager, I managed (shocker!) the entire campaign process. Leveraging first-party data, I created a consumer-centric communications strategy. The strategy inspired myself and the rest of the foodora & LCBO marketing teams, bringing to life a launch campaign that was thoughtful, oh, and very, very pink.
I lead the creative development for all campaign assets, including support through copywriting and creative direction.
In addition to the campaign development, I was instrumental in developing the reporting structure for the campaign, fulfilling bi-weekly reports to inform senior stakeholders of the campaign progress.
How did I add value to the project?
I brought an open mind to the overall flow of the project. Having prior experience in working with large corporations, I understood how corporations like the LCBO operate and leveraged this to foster strong, purposeful relationships with our marketing counterparts on the LCBO team. In nurturing a fruitful relationship with the LCBO, myself and the foodora team were able to take the strategic and creative lead on the launch. The strong rapport between teams created the perfect environment for me to act as a one-stop-shop marketer. I provided the strategy, executed the strategy through my own creative, and reported on the campaign during and post.
Who did I learn from?
Marketing foodora: Matt Rice, Sadie Weinstein, Huy TranMarketing LCBO: Stephanie Alexiou, Charan Bhogal
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