CHALLENGE // Make Grubhub’s fourth consecutive year-end wrap-up the biggest and best yet. Stand out to media and consumers amidst December’s glut of data stories coming from bigger brands like Google and Spotify.
SOLUTION // We guided users to a web experience that served up their personalized content with bold design, engaging animation and easy social sharing. We placed customers’ order info into fantastical, mad libs-style story structures to give familiar data a layer of fresh imagination.
RESULTS // Unprecedented success in all channels. In CRM our email that drove consumers to their personalized site showed a 110% higher click through rate and 55% higher click-to-open rate compared to 2021. The personalized site boasted 1.3 million visits and an average of 28 engagements per user. In social we saw a 300% lift in word of mouth for Grubhub. And our earned media results were the highest in Grubhub’s history with 862 placements (+511% vs. 2021) and 100% positive or neutral sentiment. Ultimately we garnered over 1 billion earned impressions, a 534% year-over-year increase.
MY ROLE // Creative direction
