Deliveroo is one of the leading food delivery platforms, operating in a highly competitive and promotion-driven market. While the brand had strong market presence, the challenge was to cut through the noise on social media and remain culturally relevant—especially among younger, digitally native audiences.

Deliveroo required a strategy that would not only increase reach, but also build authentic engagement and sustained community buzz. The objective was to leverage influencer marketing and user-generated content (UGC) to create a more relatable, shareable brand presence while maintaining consistent visibility across social platforms.

Plexxie executed a multi-layered influencer and content strategy, combining Micro/Nano influencers with high-volume UGC production to maximise both reach and authenticity.

Instead of relying purely on polished brand content, we focused on “native-first storytelling”—content that blends seamlessly into users’ feeds.

Key strategic pillars included:

1. Influencer Amplification: Engaged 22 Micro/Nano influencers, generating approximately 45 posts, to tap into niche communities and drive targeted reach.

2. UGC Engine: Produced 64 UGC creators’ content, resulting in approximately 150 posts, ensuring a constant stream of relatable, platform-native content.

3. Always-On Content Strategy: Maintained a consistent cadence of 15 feed posts per month, keeping Deliveroo continuously visible and relevant.

4. Community-Led Distribution: Leveraged unlimited reposting of UGC, turning content into a scalable asset across multiple touchpoints.

This approach allowed Deliveroo to move beyond traditional advertising and into a community-driven content ecosystem.