A user unhappy with recent campaigns for advertising for Didi Y Rappi make him speculate on the next move of Cornershop, where the brand’s community manager gives you a hint about what is coming.
Today there is a wide variety of platforms that offer their food delivery services around the world, which have proven to be of vital importance to consumers in recent years, especially in the pandemic.
According to the study of Statista where it shows the income of the food delivery market through the internet worldwide, it is expected that these services will achieve the figures of 85,462.8 million dollars in consumer deliveries through restaurants and 96,864.4 million dollars in deliveries to the consumer through platforms, showing a constant growth in food orders since 2017.
Different factors to consider have been of vital importance for the growth of these brands that offer a service delivery from food (What Rappi, Didi food, Uber Eats Y Cornershop, among others), however, one of the most important for these (and any other company) is advertising.
Today brands recognize the importance of carrying out different strategies to make themselves known, but one of the most important today due to its relevance in the minds of Internet users is the influencer marketing, made by which recently Didi Food has made a collaboration with Paco de miguel to do your advertising, while Rappi you have chosen to make your alliance to promote your brand with Chumel towers, a fact that has raised the assumptions on the part of a user.
A user on the Twitter platform has shown through a publication that he has lost hope regarding the advertising in this kind of platforms delivery is concerned, since the recent collaborations of Didi Y Rappi they have not been to his liking, so he has wondered what he will have in store for Cornershop (from Uber), while referring to another recognized influencer, a fact where the brand’s community manager has responded with a recent character that he has used in his advertising, Corneopoldo.
Well, we have Corneopoldo ☺️ pic.twitter.com/Sq8kkYJ3wR
– Cornershop by Uber (@CornershopMX) January 10, 2022
Given this fact, it seems that the next bet of Cornershop is to keep doing advertising without influencers, but with the presence of his own character, Corneopoldo, thus strengthening his brand identity.
Performing influencer marketing strategies Without a doubt, it places the eyes of some Internet users on the brands with which they collaborate, so they must show particular care about what type of public they want to target, as well as carry out a preliminary investigation on the type of content and public that Influencers with whom they want to collaborate are handled, since these could not be related to the values of the brand, resulting in a negative or little expected impact on the part of the brands and their perception in the minds of the users.
An example of this we had very recently with the case where Rappi chose to integrate Chumel Torres from El Pulso de la República to advertise, generating all kinds of comments on social networks (mostly negative); however, there are other occasions where these strategies have managed to be well received and even arouse emotion in users, as was the case when Playboy chose to include Luisito Comunica as the cover of its magazine.
Brands must be particularly careful when choosing who will be the next image of their advertising, since these could considerably affect the image of these before the perception of users.
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