A National
Food-Delivery Platform
A six-month, city-by-city creator program that helped a national food-delivery platform break into eight new regional markets — turning local food creators into the platform's most efficient acquisition channel.
- 0M+Campaign impressions
- 0%Growth in new-user orders across launch cities
- 0%Reduction in blended acquisition cost
- 0+Regional creators activated
Where ItStarted.
The platform dominated metro cities but stalled in tier-2 markets, where national ad campaigns felt generic and customer acquisition costs were climbing quarter over quarter. Regional audiences ordered from restaurants they recognized and trusted people who spoke their language — literally. A one-size-fits-all national push wasn't going to move them.
The brief was blunt: grow new-user orders in eight expansion cities without inflating the blended acquisition cost that performance channels alone could no longer hold down.
How WeApproached It.
Instead of a single national flight, we designed eight parallel city campaigns, each anchored by local food creators our team scouted from within the region — reviewers, street-food explorers, and home cooks with genuinely local followings. Every city got its own creator roster, its own dialect-first scripts, and its own restaurant tie-ins, so the content read as a neighbor's recommendation rather than an ad.
We structured the program in two waves. Wave one built familiarity: creators documented real first orders from beloved local restaurants, normalizing the app in each city's food conversation. Wave two converted: geo-targeted offer codes unique to each creator let us read city-level performance daily and shift budget toward the rosters and formats that were actually driving orders.
A central campaign-management layer kept all eight cities on one calendar, one approval flow, and one reporting cadence — so the client's team reviewed a single weekly scorecard instead of chasing dozens of creator threads.
What WeDelivered.
350+ regional creators activated across eight cities, scouted and vetted from our network by local-language capability and audience authenticity
City-specific offer codes and tracked links attributed every order to its creator, enabling weekly budget reallocation toward top performers
Two-wave content arc — trust-building reviews first, conversion-focused offer content second — sequenced per city
Restaurant partner tie-ins gave creators real menus and real orders to feature, keeping content native to each city's food culture
A single weekly scorecard consolidated reach, orders, and cost-per-order across all eight markets for the client's growth team
They understood something our media plan didn't — that a tier-2 city doesn't want a national campaign, it wants its own. The city scorecards made this the easiest program we've ever had to defend internally.
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