Driving Influence with Whitelisting and Spark Ads.
Grubhub, a leading food delivery service, aimed to increase its brand visibility and influence among target audiences through strategic advertising efforts on social media platforms like Meta (Facebook) and TikTok. Leveraging whitelisting and spark ads, Grubhub sought to drive engagement, promote brand loyalty, and ultimately boost orders on its platform.
The Overview
Partnering with digital marketing agency Xcelerate, Grubhub developed a multi-faceted advertising strategy focused on reaching and resonating with users on Meta and TikTok. Through whitelisting, which grants advertisers access to specific audiences and content creators, and spark ads, which are native and immersive ad formats, Grubhub aimed to captivate audiences and drive meaningful interactions.
The Strategy
Whitelisting on Meta: Grubhub collaborated with content creators and influencers whose content aligned with its brand values and target audience. By whitelisting these creators, Grubhub ensured that its ads appeared alongside authentic and engaging content, increasing the likelihood of capturing users’ attention and fostering positive brand associations.
Spark Ads on TikTok: Grubhub leveraged TikTok’s spark ads, which seamlessly blend into users’ feeds and provide an immersive brand experience. These ads showcased Grubhub’s diverse culinary offerings, highlighting mouth-watering dishes and exclusive deals to entice users to place orders through the app.
Strategic Audience Targeting: Utilizing data-driven insights and audience segmentation, Grubhub strategically targeted its ads to reach users who were most likely to engage with its brand and place orders. By refining its targeting parameters based on factors such as location, interests, and behavior, Grubhub maximized the impact of its advertising efforts.
Driving Success for Grubhub's Advertising Campaign
Increased Brand Visibility: The whitelisting and spark ads campaign significantly increased Grubhub’s brand visibility on both Meta and TikTok. By partnering with relevant content creators and leveraging native ad formats, Grubhub effectively reached a wider audience and enhanced its presence in the competitive food delivery market.
Enhanced Engagement: The immersive and visually appealing nature of spark ads on TikTok captured users’ attention and encouraged them to interact with Grubhub’s content. Users were more likely to engage with spark ads by liking, sharing, or commenting, thereby increasing brand engagement and fostering a sense of community around Grubhub’s offerings.
Boosted Order Volume: As a result of the increased brand visibility and engagement generated by the advertising campaign, Grubhub experienced a notable uptick in order volume on its platform. Users who were exposed to the ads were more likely to convert into customers and place orders through the Grubhub app, driving revenue growth for the company.
Conclusion
In conclusion, Grubhub’s strategic use of whitelisting and spark ads on Meta and TikTok successfully elevated its brand presence, drove user engagement, and ultimately boosted order volume on its platform. By partnering with content creators, leveraging immersive ad formats, and targeting the right audiences, Grubhub effectively captured users’ attention and encouraged them to engage with its brand, solidifying its position as a top choice for convenient and delicious food delivery services.
