Uber Eats Taiwan

The objective

Increasing awareness in Taiwan

Uber Eats, initially a food ordering service, now delivers almost anything. The brand sought to strategically target audiences in Taiwan with a TikTok campaign. The primary goal was to heighten brand awareness and strengthen the inclination to use the platform in the fiercely competitive Taiwanese market.

The solution

Driving video views

In terms of ad content, Uber Eats Taiwan leveraged local celebrity endorsements to bolster relevance and amplify engagement throughout the campaign. The incorporation of key messaging, characterized by transparency and humor, played a pivotal role in driving engagement and creating a memorable campaign experience.

Uber Eats Taiwan further optimized its approach by launching a targeted video view campaign, focused on 6-second views to extend watch time and elevate overall user engagement. To gain deeper insights into consumer attitudes, the campaign deployed TikTok's first-party Brand Lift Study, effectively measuring both ad recall and intent, thereby refining and enhancing the overall impact of the marketing initiative.

The results

Mouthwatering performance

Uber Eats Taiwan's TikTok campaign yielded exceptional results, including a 3.56% increase in 6-second view-through rate, that underscored the effectiveness of its content strategy.

The subsequent Brand Lift Study further validated the campaign's impact, revealing a remarkable +21.5% lift in ad recall and a +4.5% lift in intent. These metrics demonstrate the campaign's success in not only capturing attention but also in fostering increased brand recall and consumer intent.