Data was the name of the game in 2015, and we wanted to connect with our followers through this fresh and innovative medium. Grubhub has a wealth of data, and our goal was to engage with customers in various markets by reflecting their unique ordering habits back at them in video form. Take that, Nate Silver! We also created a content hub that houses all of these videos and can be built out for future content.
Strategy
We leveraged the popularity of data visualization by creating a series of animated microvideos (28 overall) that detail food trends in various big cities across the country. This involved working with our data scientist to analyze said data and then curating it to extract the especially interesting factoids. We did a lot of research to ensure that each video spoke to the residents of that city. We sought to confirm suspicions and exceed expectations. Everyone knows that Chicagoans love Italian beef, but what about deep dish? Turns out they prefer thin crust! The videos are not only entertaining, but inherently shareable because they're bite-sized insights into everyone's favorite subject: Food!
Implementation
We posted the videos on Facebook, Twitter, and YouTube. Additionally, we sent them via email and even created a hub called EatMap, which is an interactive portal that allows viewers to learn about food trends across the country. The EatMap was strategized and designed in only two weeks to allow for it to be involved in end-of-year content programs. Find the link below.
We achieved record results with the video posts on Facebook. They received over 200,000 views to a reach of more than one million people. The emails and the EatMap also did very well in regards to conversion; it seems that data really does spur hunger! Approximately 25% of people who visited the EatMap clicked out to Grubhub, presumably to order. People also used the sharing function on the EatMap site to share the video for their respective city with their followers, thus generating organic word of mouth. They really seemed to love what we had to say about the way they order! Additionally, the Chicago microvideo was also picked up by DNAinfo for a feature-length article about Chicago food trends.
