As you can see from the video above, trendy delivery app service Grubhub injects a healthy dose of personality and personalization into its marketing campaigns-and this is no accident.
Through analytic reporting and data-driven marketing, the brand has the tools to match its content to appeal to specific consumer preferences and demographics-a real driver of the brands growth in a crowded market.
One data-driven marketing campaign that stands out is GrubHub's politically-driven campaign partnerships. Collecting and curating droves of valuable data about the ordering and eating habits of its users, the platform reached out to online political publications to produce completely leftfield native content ads.
Essentially, GrubHub shared segments of its data with political publications to shed light on food preferences based on political leanings. By taking this "Republican versus Democrat" data and fostering an enlightening narrative around it, GrubHub created native ads that sat seamlessly on certain political platforms, sparking plenty of brand engagement in the process.
One of GrubHubs politically charged native ads even featured an interactive "What would you rather eat?" survey to collect further insights to encourage prospective platform users to click through and interact. This original data-driven marketing campaign earned GrubHub a healthy return on investment.