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SUCCESS STORY

How Uber Eats Boosted New Sales with Timely Reminders from Messenger

THE RESULTS

6x

+ First Purchases
with Messenger
compared to control campaign

4x

+ Purchases
with Messenger
compared to control campaign

6x

+ 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.

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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.

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03 | THE GOAL

Driving new sales in the UAE

Uber Eats United Arab Emirates (UAE) wanted to increase the number of first-time orders among new customers by using a coupon code to encourage them to try the food delivery service.

04 | THE 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.

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A

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.

B

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.

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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, personalised way to reach customers at any time.

6x + First Purchases with Messenger

4x + Purchases with Messenger
6x + Lower Cost per First Purchase