Speaking about iFood is speaking about massive numbers. Market chief in meals, drinks and different shopper gadgets supply in Latin America, the Brazilian firm now has a fantastic presence all through Latin America, being immediately acknowledged by the varied populations.
Nonetheless, sustaining and increasing this success will depend on far more than wonderful service. Within the digital period, it’s important to have a relationship with the market, together with companions, primarily based on helpful content material, reliability and storytelling.
So as so that you can higher perceive this relationship, we invited Leandro Resende, Senior Content material Analyst at iFood, to inform you in regards to the partnership between iFood and Rock Content material that noticed the corporate develop its viewers. Test it out!
The seek for connections with companions
Few firms in Brazil can boast of such a formidable progress sample as iFood. Based in 2011 within the format of a printed menu information, it took lower than a decade to grow to be one of the crucial essential manufacturers for the meals sector in Brazil.
This course of, which culminated in iFood working in additional than 1,200 cities of the nation and with greater than 300,000 companion eating places, was carried out primarily based on innovation and the supply of an advantageous service for firms, whereas being sensible for patrons.
Nonetheless, as Leandro tells us, this progress passed off in a second of transition: within the 2010s, the industrial relationships of digital companies gained new alternatives to strengthen their positions.
Like customers, enterprise homeowners additionally demand a better reference to these platforms, their information and participation in partnerships. As well as, they anticipate fast, clear solutions to questions concerning platform use.
“Mainly, we solely labored with CRM, we nonetheless didn’t have, for instance, social networks aimed toward eating places and different enterprise companions”, Leandro feedback. “iFood was not discovered by its official sources. If somebody Googled easy methods to do one thing throughout the iFood platform, one other channel could be answering that”.
That’s, even with market management, iFood discovered a deficiency in three pillars of contemporary branding:
- fixed and structured communication;
- model belief;
- narrative management.
“We observed that there have been many different channels and influencers speaking about iFood, explaining the way it works, easy methods to promote; however iFood didn’t personal the communication of any of those channels.”
Much more so through the pandemic, when supply grew to become a real alternative for consolidation within the sector, many influencers began to provide impartial content material on easy methods to promote extra, and easy methods to reap the benefits of the platform.
At that second, the administration crew felt the necessity to construction its communication channels for entrepreneurs within the sector. That’s once they determined to create the iFood weblog for Companions, and their channels on YouTube and Instagram, the place they present in a clearer and extra partaking means in regards to the expertise of eating places and different enterprise companions.
A partnership with Rock Content material
Based on Leandro, the selection of partnering with Rock Content material was easy. “A market survey was carried out to grasp prices, industrial proposals, advantages of every of the suppliers, and Rock Content material ended up being chosen”.
Leandro additionally factors out the credibility of the longer term partnership throughout the advertising and marketing crew, since Rock Content material is the corporate that consolidated Content material Advertising and marketing in Brazil and is now a world reference.
With the start of this relationship, the whole on-line viewers technique for enterprise companions was constructed from scratch: the creation of the weblog grew to become a pillar for rebuilding communication, along with social networks.
The spotlight of this course of for Leandro was the velocity with which the plan was created and executed. From the primary mapping step to the start of content material manufacturing and distribution for entrepreneurs, it took solely two months.
See an instance of motion taken with the iFood weblog for Companions as a middle for data and engagement with the platform:
“We launched some promotions all through 2022, such because the Pizza Day promotion. The perfect evaluated pizzerias on Pizza Day obtained an iFood recognition award. The weblog was the channel we used to publicize, current the promotion, move on the principles, instructions and the place we’d announce the winners afterwards.”
Leandro continues speaking in regards to the versatility and effectivity of any such communication: “There are such a lot of options and potentialities throughout the weblog that the inner crew began to purchase the concept and perceive the alternatives. We managed to serve totally different inner prospects with this channel in a really sensible means”.
The chief additionally highlighted the usage of Stage, Rock Content material’s platform for internet hosting and managing blogs made completely in WordPress, as essential for the administration and efficiency of the weblog as an entire. “Even when we’ve a much bigger peak, a marketing campaign, CRM communication triggered — actions that convey extra visitors — Stage is steady.”
And the outcomes? Effectively, they stunned even the iFood crew itself, each in Google rankings in addition to viewers quantity.
Viewers outcomes with on-line content material
Along with Rock Content material’s planning and manufacturing construction, the outcomes relate carefully to the iFood crew’s notion of the demand for any such content material on-line.
It was the proper union between the managers’ market imaginative and prescient and the manufacturing experience that delivers related, helpful and impactful materials to companions of their outcomes.
And what have been they? “We had set some conservative, aggressive, and really aggressive visitors targets, and we’ve already hit greater than 200% of the very aggressive objectives. It’s a channel that consolidated in a short time and we’ve achieved new data month by month within the metrics that we monitor”.
In October 2022, the iFood weblog for Companions beat the document of 600,000 accesses. In November, the quantity jumped to 900,000 month-to-month accesses.“With solely ten months for the reason that channel’s delivery, we will rejoice visitors attain of just about 1 million accesses in a single month”, feedback Leandro.
And this success expands to different contents that orbit the corporate’s weblog. The conversion fee for newsletters and wealthy supplies similar to e-books has elevated significantly in current months.
Which means that not solely is visitors growing, however the viewers engagement with content material from iFood is greater. Companion companies not solely enter to acquire well timed data, however deepen their relationship with the model by looking for methods to enhance their efficiency and use the platform extra efficiently.
And that is Rock Content material’s largest differential: going past manufacturing, making a full planning relationship that embraces the general public and creates a really perfect surroundings for communication and belief constructing on-line.
As Leandro concludes, “the key is to have Rock not as a content material producer, however as a strategic companion to realize the enterprise goals; and I believe that is very evident within the outcomes we received”.
And also you, do you need to have the identical energy of attraction and viewers in your organization? Do as iFood has, and have Rock Content material as a companion. Go to our web site and uncover our options!
