#MKT Study case
papila
This case aims to demonstrate how we transformed a food delivery startup into one of the most beloved food brands in the largest city in Brazil.
The mission was to create a marketing department from scratch that could increase sales of various stores throughout the city and build a strong brand that stood out from the competition.
With a limited budget and no agency support, we will demonstrate how a in-house creative marketing strategy was able to overcome the high costs of traditional marketing and bring results above expectations.
Please check more details and results of this amazing job
here on this page.
Company: Papila
Role: Head Of Marketing
Results
Our results went beyond expectations, both in terms of marketing metrics and the evolution of the business as a whole,
considerably increasing the company's revenues and market share.
#Marketing results
From Jun 2022 to Jun 2023
Impressions.
+18,9MM
Engagement.
+1,6MM
Engagement rate
+9%
#growth
From Jun 2022 to Jun 2023
*Revenue growth = average growth off all our brands in the period. / *Market Share = average growth considering the market of all brands.
*ROI = Gross ROI, excluding taxes, CGS and aggregator fee (Net ROI = 3,26).
Revenue Growth.
+84%
Market share.
+204%
roi
+7,5
Who is Papila?
Papila is a multi-brand 100% digital food delivery company.
With the aim of being present at all times and occasions of consumption, the company has 8 international cuisines and aims to become
one of the largest food services in Brazil.
Big Campaigns
During the period of one year, we launched several brands, with the need to create 360o campaigns to create awareness and stimulate sales.
To do this we created 4 big campaigns with personalized concepts, adopting a branding strategy to fit the digital context focused on specific audiences.
Our initiatives range from social network activations (Instagram, TikTok, Facebook, Linkedin and Twitter) to PR releases, CRM, offline activations, events,
influencer strategy and an efficient media plan, bringing results beyond expectations.
It is possible to check each campaign individually and a hole bunch of content by clicking on the respective icon below or in the main page.
You can also check our full content in our social networks @papiladeli
But I suggest that you read this page first.
#DoItForYou
To promote our salad brand, Papila Fresh, we bet on the #DoItForYou concept,
choosing self-care as the campaign narrative line.
#YouDeserve
Have you ever found yourself saying: "I deserve a burger today" ?
To promote our burger brand we use the deserving perspective to encourage action towards purchasing and further connect with different communities.
#YourSushiAlways
Without claiming to be the best sushi in town, we explored different everyday situations that could be improved with sushi, selling our practicality to improve consumer experience and increase sales.
#RealFood
"I want to eat real food today". This is a common expression in Brazil to refer to Brazilian cuisine. To promote our homemade food brand we use the #RealFood concept, adopting our own culture and family memories to stimulate sales.
Digital Content
To face the high costs of audiovisual production in Brazil, we created our own department to produce our videos, creating simpler and lower cost content,
adopting more native models of social media and managing to communicate more closely and horizontally with our audience.
This model allowed us to be more agile to respond to trends and create a greater volume of content, creating frequency that gave us more visibility
within the algorithms of social networks.
Please check some examples bellow.
Feel the vibe of 2022 at Papilla and how we were present in the best moments of our consumers' lives through the year.
Reels
Papila
How about a fashion show to communicate our food sale of the week.
Yes. We did it!
We invited the best experts in sweets to evaluate our amazing desserts.
Meet our grannies!
Vovós
Influence
To increase our reach and awareness and save on production costs, we created a complete influencer marketing strategy. In this way, we were able to outsource
our production to creators and create a large volume of organic and boosted content for our networks, taking advantage of their follower bases.
Through careful curation, we selected content creators who worked both to build brand and convert within our product delivery radius.
As a highlight of our strategy, we noticed that early-career content creators were looking for brands to advertise to get attention from bigger brands. We took advantage of this movement and solved our limited budget problem by creating an exclusive relationship area to establish unpaid partnerships with nano and micro creators.
Please check some examples bellow.
Maria did a great job in our Sushi campaign through the concept #YourSushiAlways, addressing the different occasions of consumption in her routine.
Mustache gave an unconventional review of our product, piquing the interest of new audiences to Papila.
Trends / Big Moments
To maintain relevance in our communication, we made efforts to follow trends and participate in the main conversations in digital, always being present in the main cultural dates and constantly monitoring the networks to create content of opportunity.
Discover below some of our initiatives.
Best Poke of São Paulo Trend
To promote our poke brand, we managed to create a trend on TikTok saying that a "supposed Poke" had been considered the best poke in São Paulo.
For this, we sent our product to several creators at the same time, generating a commotion on the network, where people started ordering our poke to make a review.
This was the most successful campaign in terms of earned media, generating a lot of organic content until we reached the status of "Poke of TikTok".
Type Papila Poke on TikTok and see for your self.
Revue Growth/year = 165% /. Market Share Growth/year = 66,6%. /. ROI = 15,6
World Cup FIFA
In order to be present in the conversations during the FIFA World Cup and publicize our combos and personalized dishes,
we decided to communicate directly from Qatar with an official Papilla correspondent.
To do this, we invited our most famous Brazilian fan in the world, bringing in first-hand all the news from the cup, interacting with different nationalities,
posting relevant content to Brazilian fans while increasing our sales.
Tomer Savoia
Papila Correspondent In Qatar
Tomer is a sports journalist and influencer, recognized on the internet for his ability to work, travel and enjoy the biggest sporting events on the planet. In addition to viral videos at the Olympic Games and the World Cup.
Since the World Cup in Russia, he has become one of the official leaders of the Brazilian crowd. Among other assignments with the Brazilian fans, he is largely responsible for leading songs and drums in the warm-ups, walks, pre-game, training sessions and receptions of the national team.
Papila correspondent revelation
Papila Press Conference
Papila Games
Carnival
During carnival we dived into the rhythm of samba to promote our products. We established some strategic partnerships, such as with coca-cola
and we became a great option for after-party meals.
Co-Labs
With the aim of reaching a wider audience and getting in touch with different universes, we establish strategic partnerships with brands that share our values.
These partnerships came together to increase sales and build our brands.
Events
Within our branding strategy, we created a robust event structure to create deeper relationships with our potential consumers.
We were present at the most hype events in the city of São Paulo, marking our presence at the funniest and most memorable moments.
The activations worked so well that they ended up becoming a line of business for Papila, which participated in events with more than 100,000 people,
also helping to increase our digital presence and increase brand awareness.
Off-Line Activations
As a way to attract attention and be present where our consumers are concentrated, we use several offline activations, despite being a 100% digital brand.
A highlight was our project at universities, attracting students to be brand ambassadors, placing our products in the most important moments of their school lives.
This proved to be a loyal audience and contributed to sales growth at strategic points, helping us to build a brand among younger people.
PR
With a well-structured marketing plan, we draw the attention of the most important press in the country, increasing our awareness with earned media.
In addition, we have set up a PR department to keep in touch with the main journalists in the culinary and business market.
Social Iniciatives
We have always understood the importance of giving back to the community. For this reason, we have created several social initiatives to serve the most needy,
especially those who are part of our production chain. We did everything from warm clothing campaigns to free meals for delivery workers and philanthropic institutions.
MKT Multi Plataforms
When we took on the Papilla project, the brand only had a Instagram and Facebook with posts focused mainly on its products. To create a strong and connected brand,
we used a multi platform strategy to transform Papila into a brand about people.
In this movement, we launched our TikTok, Twitter and Linkedin, creating personalized content for each platform, adopting native language and a suitable tone of voice for each audience, increasing our reach and awareness.
Facebook is dead, as some might say. But that’s not true. Many people access Papila through it, and we must not forget that. Even though our youngest customers get to us through Instagram and TikTok, a wide range of clients from different ages still use our Facebook page to know about menu updates and delivery locations.
For that matter, our page is focused on reposting our content from other platforms and interacting with whoever is looking for help. The DM’s and comments are the most important part, and we dedicate our time to connect with our customers and respond to their needs.
Of all social media, Instagram is a brand’s face. Perfect place to show what you offer through organic and sponsored posts, the platform has become a pillar of contemporary society. Nowadays, instead of spending millions on TV propaganda, you can boost your content and show your product through much more accessible ways, spreading an idea to a wide audience and reaching people with practically no money.
Instagram has given brands the opportunity to grow with no resources. At Papila, we began our strategy investing in influencers and outsource production, as we had no infrastructure. Later, our Marketing team became more specialized and we started to internalize the whole process, and that’s when we got where we wanted to.
Photo shootings, graphic design, creative copywriting, screenwriting, filming and editing — everything made by us and driven by what we wanted to communicate. We grew as a brand and as a team and transformed our profile into a brand portfolio, a menu for customers and a contact for customer service. Today, you can find pretty much everything there, and it is an easy and accessible way to reach our clients and for them to reach out to us.
TikTok
For brands, Tiktok is a code we have to crack. Its language is super specific and, sometimes, it is hard to understand how to thrive in the platform. We pursued the opportunity of showing our products in a fun and engaging way — aiming not only to increase our sales, but to create awareness of our brand amongst our target audience.
Our videos were focused on telling a story rather than showing products.
We made challenges and followed trends throughout our entire strategic plan. And, at some point, we got the public's attention. Our profile were filled with ASMR, Time Lapses and informative content that mixed satisfactory videos, food-related educational subjects and a lot of publicity inputs.
We created a fanfiction to relate with our potential customers and developed a persona to set conversations on a personal level. Papi's profile is all about creating a coherent story. She is an intern at Papila’s cuisine and loves pop culture. She makes orders everyday and spends all of her money on food delivery. And, of course, loves memes and even makes some. She is kind of an anti-hero, as her boss does not know she has a profile in the platform and talks about the workplace.
To disclose our twitter account on other platforms, we started to post Instagram stories telling people that some employee was using Twitter to talk about Papila’s workplace and we weren't happy about it. At first, we told people not to follow Papi, but then we realized she was funny and decided to repost her memes. The idea was to make our customers curious about her. The fanfiction ended when we hired Papi to be our personal influencer, and she started to respond as Papi from Papila. Papi’s journey was developed in advance by our Marketing team.
As we live in a highly technological society, to consolidate a company’s Marketing area, it is important to make yourself present in different social networks and understand how to deal with specific language codes — considering that each media has its own. For LinkedIn, we organized a communication plan based on three main pillars: aspiration, education and culture.
For the first one, we produced content focused on aspirational subjects that could drive our followers towards relating with Papila as a company of desire and to which they nourish admiration. The educational pillar was about sharing our knowledge on business, technology and food in order to show our reliability and mastery. And last, but not least, we opened our company’s workplace through the culture bias and exposed how the Papila crew work on a day-to-day basis.
