How to Respond Creatively to the Disrupted Market

How to Successfully Adopt a New Creative Direction

With the COVID-19 pandemic changing the consumer behavior, the Uber Eats marketing team needed help adapting their messaging to rapidly react to the situation.

Uber Eats launched two responses to the pandemic:

• $0 Delivery Fee to support local restaurants
• “Leave at door” - New no-contact delivery option

To drive the message that Uber Eats is here to help support the community, the company adopted a sincere and straightforward tone-of-voice and highlighted their pandemic responses. They needed to launch new creatives with localized copy for multiple markets, while showcasing the variety of restaurants that continued serving customers through Uber Eats.

New Global Creative Direction in Response to the Pandemic

Uber Eats partnered with Smartly.io's Creative Studio who designed a new video concept and helped to scale it across markets and languages.

The Smartly.io Creative Studio team helped Uber Eats to:

• Create multiple variations of their “Leave at Door” and “$0 Delivery Fee” videos, with different end frames showcasing a variety of cuisine options to catch the user’s eye.
• Created assets in both 9:16 and 1:1 formats for both Stories and Collection placements on Facebook, Instagram, and Snapchat.

The Uber Eats team then used Smartly.io’s Video Templates tool to automatically create hundreds of videos with localized copy and changing food options.

Together with Smartly.io's Creative Studio team, Uber Eats was able to successfully adopt a new creative strategy and scale their Facebook advertising to five markets and three languages.