March 15th, 2023, Samuel Tan
Uber Eats has registered the biggest boost in Word of Mouth (WOM) Exposure in Australia for the month of February 2023 of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that the proportion of people who are talking about the food delivery platform saw an uplift of 4.8 percentage points during the four-week period.
To promote its expanded delivery offering beyond restaurant takeaway food – to include a range of “greengrocers, supermarkets, fishmongers, butchers, florists” – Uber Eats recently launched a new ‘Get almost, almost anything’ campaign, featuring celebrities Kris and Kendall Jenner, alongside Australian stars Abbie Chatfield, Shannon Noll and Mark Philippoussis.
Created by Uber’s creative partner Special Australia in collaboration with Hello Social and MediaCom, the new campaign premiered on Channel Nine’s broadcast of the 2023 Australian Open in end January, replacing the food delivery platform’s five-year “Tonight I’ll Be Eating” brand positioning.
According to data from YouGov BrandIndex, Uber Eats’ WOM Exposure score rose from a low of 14.3 on 4 February to a high of 19.1 by 26 February. WOM exposure is a BrandIndex metric that measures the percentage of people who have spoken with their family or friends about a particular brand in the previous two weeks.
Additionally, oil and gas company BP recorded a four-point spike in WOM Exposure from 10.3 on 6 February to 14.3 by 25 February. In early February, the energy giant scaled back plans to reduce its carbon emissions, after seeing its annual profits more than double in 2022 due to sharp increases in gas prices linked to the war in Ukraine, angering environmental sustainability campaigners.
Meanwhile, L’Oreal-owned cosmetics brand Garnier saw its WOM Exposure climb 3.8 percentage points from 3.3 on 2 February to 7.1 by 28 February.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s WOM Exposure score is based on the question: “Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online, or through social media)?” (% Yes). Data from surveys of adults aged 18 years and above residing in Australia from 1 to 28 February 2023. WOM Exposure scores are based on a four-week moving average, with the change in scores for each brand calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.
This article first appeared in WARC.