Making Pedidos Ya the Official Delivery Partner for Baseball Season

Overview: I identified an exciting opportunity to leverage a major cultural event—the dominican baseball season—to increase brand visibility and drive sales, particularly in the alcohol category. This campaign allowed Pedidos Ya to become the go-to delivery partner for fans enjoying the game from home, enhancing both customer experience and brand positioning.

Objective: The goal of the campaign was to solidify Pedidos Ya's role as the preferred delivery service during the baseball season, with a special focus on boosting sales in alcohol and fast food categories.

Challenges:

Market competition: We faced strong competition from other delivery services, and our goal was to make Pedidos Ya the top-of-mind option for customers during the baseball season.

Customer engagement: We needed to find a way to keep customers engaged with the platform, especially since the majority of baseball fans were watching games at home rather than in stadiums.

Brand differentiation: The campaign needed to highlight Pedidos Ya as the ultimate convenience and entertainment partner for fans.

Strategy:

Positioning and Market Research: I started by analyzing the target audience: baseball fans who enjoy watching games at home with friends and family, often ordering food and drinks. By examining sales data from previous seasons, I noticed a significant rise in alcohol sales during sports events, particularly beer and other drinks consumed during live sports broadcasts.

Go-to-Market Strategy: I proposed a partnership with the baseball season, making Pedidos Ya the official delivery service for the season. This would not only increase brand visibility but also align the service with fans' passion for the game.

Creative Campaign Development: I led the creative process to develop a compelling campaign. The concept was simple yet powerful, I anchored on common baseball expressions to connect with our target: "Promos Que La Sacan Por Los 411 - Hasta 50% Off" ("Promos That Hit It Big - Up to 50% Off")

The creative assets featured images of fans enjoying the game at home, with cold drinks and snacks delivered straight to their door via Pedidos Ya.

I worked closely with the design team to create vibrant and energetic visuals to capture the excitement of baseball season and associate Pedidos Ya with the fun and social experience of watching games with friends.

In-App Messaging & Customer Communication: I orchestrated the integration of the campaign into the app experience. Key actions included:

- In-app banners and notifications promoting special deals on alcohol, snacks, and game-day bundles for fans.
- Personalized recommendations for alcohol-related products based on the customer’s previous orders and preferences, increasing the likelihood of purchase.
- Timely reminders during game days, reinforcing the idea that Pedidos Ya is the perfect companion for game-time fun.

Sales Incentives & Discounts: I worked with the sales and product teams to introduce exclusive baseball season discounts on popular alcohol items, such as beer and spirits, along with complementary snack bundles. These promotions were timed around the most-watched games of the season, creating urgency and excitement.

Cross-functional Collaboration: The campaign involved close collaboration with the Product, Design, Sales, and Customer Success teams:

The Product team helped tailor the user experience to feature the seasonal offerings prominently.
Design ensured the campaign’s messaging was consistent and eye-catching across all digital platforms, including the app, social media, and email marketing.
Sales focused on optimizing pricing and logistics to ensure a seamless delivery experience.

Execution: I led the campaign's execution from start to finish, overseeing the roll-out of in-app messages, creative content, promotional emails, and social media. I tracked engagement metrics to optimize our campaigns as they ran, ensuring we were always aligned with customer behavior.

Results:

Sales Growth: The campaign resulted in a 30% increase in alcohol sales during the baseball season, with beer and spirits seeing the most significant growth.

Increased Customer Engagement: In-app interactions increased by 25%, with higher click-through rates on promotions and discounts tailored to game days.

Brand Positioning: Pedidos Ya successfully became the go-to delivery app for baseball fans, boosting brand loyalty and attracting new customers.

Customer Satisfaction: Fans reported a higher satisfaction rate, with many citing the ease of ordering snacks and drinks directly through the app as a major factor in choosing Pedidos Ya for their game-day needs.

Conclusion: By combining strategic market positioning, creative campaigns, and personalized customer experiences, I was able to elevate Pedidos Ya’s presence in the market and drive substantial sales growth, particularly in the alcohol category. This project not only helped meet our business goals but also solidified Pedidos Ya’s reputation as a fun, reliable, and essential service for sports fans, driving long-term customer loyalty.