“A brilliant campaign and thoroughly thought out social strategy - we came in far above targets which were already pretty punchy and we managed to turn a lot of heads in the company! Thank you!”
Colin Murphy, Digital Media Manager, Just Eat
The ask.
Just Eat, the UK's leading takeaway brand, hoped to remain top-of-mind with students during the stressful exam season. The challenge was to reinforce its position as the go-to food delivery platform while driving app installs, clicks to order and new customer signups from the student community.
The approach.
We designed an engaging and imaginative campaign tailored to students:
Sensory Appeal: Tapped into the sensory experience of takeaway food, with a focus on the irresistible aroma of a fresh delivery.
Creative Execution: Developed a world-first "aromatic phone technology" concept via an Instagram Story series, simulating steam from hot takeaways and playfully inviting users to “sniff” their phone's charging port.
Community Engagement: Activated the campaign across social platforms, including Facebook, Instagram, Snapchat and Twitter, leveraging established student communities.
Interactive Elements: Enhanced engagement with live Facebook game shows and meme-driven food quizzes, offering promo codes as rewards.
The results.
15K
New app installs
30K
Clicks to order
Reduction in customer acquisition cost in the first 3 months
51%
Target exceed by
+84%
The campaign delivered outstanding results, achieving 15,000 new app installs, 30,000 clicks to order and exceeding targets by 51%. Additionally, it reduced customer acquisition costs by 84% in the first three months, demonstrating its effectiveness in capturing the student audience while reinforcing Just Eat's brand loyalty.