PROBLEM: Eaters are loyal to their cravings, not an individual app, so they go to whichever online food delivery provider they know has their local favourites. Because of this, we’re losing category users to competitors who are known for having local selection.

INSIGHT: While we’d like to think that we eat like locals, but take one look at our order histories and the reality is clear: We keep going back to the same couple of places and ordering over and over (and over and over) again.

OPPORTUNITY: Become famous for local selection, by helping Aussies discover all the flavours their local area has to offer.

BUSINESS OBJECTIVE: Increase frequency and retention among Category Users.

MARKETING OBJECTIVE: Own local selection and capture a greater share of mental availability to local restaurant access.

“Local Eats” is part of Uber Eats’ mission to support local businesses by helping people discover the diverse range of restaurants in their suburb.

This ambition required something bigger than influencers visiting local restaurants and reviewing them. Alas our creative ideas were born. We partnered with 6 of the country's biggest local legends, who had national notoriety to influence and the credibility to tell their suburbs stories. These included surfer Mick Fanning, UFC world champion Alexander Volkanoski, music group The Rubens, creator Mimi Elashiry, athlete Taylah Harris and producers Peking Duk. In a world first, we armed each influencer with a professional film crew who helped the talent produce their very own self directed short film.

With a focus on storytelling, these long form creatives were designed to break the scroll and engage users to watch for longer on social. Less brand, more attention, more familiarity, more Local eats.

Based on audience research conducted in partnership with Fiftyfive5, we knew perceived selection and range drives preference, however our actual customer consumption behaviour shows we don’t try news things!

Data informed us we need to continue to show Aussies what's available in their neighbourhood to a) grow and retain market share and b) show our commitment to small business.

We pulled our target audience from the CRM and broke them into behavioural based segments. We mapped key interest clusters against each group to inform our talent laneways and channel selection. From here we used tools such as Hype Auditor to inform us of lead talent against each interest cluster and overlaid this with a cultural credibility index developed internally. Not only were these influencers leaders in the areas of interest but they also needed to be a national icon and a local legend with a story to tell.

Data informed us we needed to show local selection, however we needed to in a way that also had creative cut-through to land the desired impact. This required something bigger than simply influencers reviewing their local restaurants.

We partnered with 6 of the country's biggest local legends, who had national notoriety and interest to influence all but also the credibility to tell their suburbs stories. These included surfer Mick Fanning, UFC world champion Alexander Volkanoski, music group The Rubens, creator Mimi Elashiry, athlete Taylah Harris and producers Peking Duk.

In a world first, we armed each influencer with a professional film crew who helped the talent produce their self directed short film. The films were flighted off the talent channels with media support under a META brand lift study - innovation never before applied, from a creative or measurement standpoint to a talent campaign.

The campaign reached 5.9m+ Australians, generating 2.3m video views and 61k+ hours of watched documentary on Meta alone. More importantly, the campaign shifted the dial against all business and marketing objectives, these included:

- A statistically significant +3 point uplift to Uber Eats "Supporting Local" in the brand health tracker for the first positive movement in the last year, the primary objective and KPI for the campaign.

- A statistically significant uplift of +4 points to Uber Eats preference over competitors.

- A +3 point increase in customers saying they would only order from UberEats as measured through independent research agency surveys.

- A +4% increase in small and medium restaurant weekly orders, demonstrating greater appreciation of local selection and providing support for local businesses.

We proved that influencers supported by full service production and traditional media budgets can drive greater impact against brand and financial outcomes than traditional advertising.