In March 2020, the Argentine authorities announced the imposition of social, preventive and mandatory isolation to avoid the spread of the COVID-19 virus. Shops had to close their doors and people could only leave their homes for essential activities.
Delivery workers were considered essential personnel, which created both an opportunity and a challenge to position Glovo in Argentina, as these distributors had to fulfil the platform’s value proposal while taking on a fundamental role in the domestic management of the epidemiological crisis in their role as corporate citizens.
The communication strategy was based on three discursive pillars: mitigating the risk of grocery shopping, reducing traffic in the city and activating the consumption that the country needed and will need to move forward.
The key message was replicated in all the media: serving the community, with a collaborative and positive spirit, by highlighting how distributors became “heroes without a cape”, sharing their life stories and underscoring the possibility that Glovo offered them to generate income despite the crisis.
Glovo was presented as the platform that helps, supports and is there for people even in the worst moments. In times of COVID-19, Argentines could count on “the heroes of the pavement”: delivery workers who brought them the basics, thus encouraging consumption and transporting a world of possibilities in their backpacks
Glovo’s corporate positioning campaign had impactful results:
The company’s voice was replicated in more than 3,200 articles in the national and provincial media.
Social media mentions rose to 227 thousand.
Additionally, the campaign closed with a survey that produced revealing data:
85% of Argentines said they consider delivery apps an opportunity for businesses to sell more and gain more exposure, on a platform with more than 600 thousand visits per day, which in turn encourages them to compete, develop and adopt technology to simplify their processes and face the crisis.