How Uber Eats Boosted New Sales with Timely Reminders from Messenger
+ First Purchase with Messenger*
+ Purchases with Messenger*
+ Lower Cost per First Purchase*
* Compared to control campaign
01 | OVERVIEW
Discovery and Re-Engagement with Messenger to Drive 1-to-1 Customer Relationships
UberEats, the food delivery company owned by Uber, wanted to test-drive the impact of using Messenger for acquiring new customers and re-engaging them.
02 | THEIR STORY
About The Brand
Uber Eats is a food delivery company owned by Uber, a transportation network company founded in San Francisco as a ride-sharing app. Today, Uber Eats delivers to over 200 cities around the world, including in Europe, the Middle East and Africa.
03 | THEIR GOAL
Test new ways of converting new customers with
04 | THEIR SOLUTION
A/B Test: Measure the Impact of Using Messenger to Drive First-Time Orders Among New Customers
To test this, the team used 'click to Messenger ads' set up on Smartly.io and a Messenger bot flow built by BrandBastion to open up direct conversations with their customers and stay top of mind.
Notes: A split test was set up using two campaigns: a control campaign using Link ads and the test campaign using click to Messenger ads. Both campaigns had identical creatives, targeting, and budget. The control campaign directed users to the app to redeem a discount coupon, while the Messenger campaign had the coupon delivered in Messenger.
Engaging with Messenger
Both campaigns had identical creative, targets and budget, and both offered a 50% discount coupon for customers to use on their first order. The Messenger campaign delivered the coupon to customers directly in Messenger.
App Installs (Control Campaign)
The key difference: while the Messenger campaign delivered the coupon to customers directly in Messenger, the control campaign took people directly to the app.
Having the ability to connect directly with customers and send relevant messages to the right people at the right time has proven to be an interesting and successful project specifically for our promo campaigns. We are excited about the initial results and the collaboration with Facebook, BrandBastion, and Smartly.io and look forward to exploring how else we can use Messenger!
- Emily Fielding
Paid Social Manager, Uber Eats EMEA
05 | THE RESULTS
1-to-1 Customer Relationships
Collaborating with Facebook Marketing Partner BrandBastion, Uber Eats developed a re-engagement bot for Messenger that would send timed, automatic messages to customers who had clicked on the ads and already had open conversations, reminding them to use their coupon.
Opening up one-to-one customer conversations within Messenger gave Uber Eats a powerful, personalized way to reach customers at any time.
- 6x + First Purchases with Messenger
- 4x + Purchases with Messenger
- 6x + Lower Cost per First Purchase