UberEats stands out as a go-to platform for ordering quick, convenient meals. But with competition from DoorDash and Grubhub, staying top of mind requires a creative marketing strategy.

Influencer marketing can allow UberEats to top the industry. By partnering with the right influencers, UberEats can boost brand awareness, drive engagement, and increase conversions.

The Influencers: Kylie Sakaida and Matthew Merril

Kylie Sakaida (@nutritionbykylie) and Matthew Merril (@matthewinthekitchen) are two influencers who perfectly align with Uber Eats’ brand identity.

Kylie Sakaida, is a registered dietitian who shares simple recipes and nutrition advice on TikTok, Instagram, and YouTube. Her content focuses on making healthy living accessible, which appeals to an audience interested in wellness. 

Matthew Merril is known for his entertaining cooking content and his past appearances on Chopped Junior. Matthew has an audience that loves food and would naturally be interested in Uber Eats’ restaurant selection.

Both influencers have audiences that fit the age range of 18-34, primarily female, and live in the United States. Additionally, both influencers have strong engagement rates, meaning their followers trust and interact with their recommendations.

Campaign Goals

The primary goals of this influencer campaign are to increase brand awareness, boost engagement, and drive conversions. More people need to be talking about UberEats, interacting with influencer content, and ultimately using the app to order food. By reaching the right audience through Kylie and Matthew, UberEats can create a stronger presence in the food delivery market.

Collaboration Type

To maximize impact, UberEats will use a mix of sponsored content and an affiliate program. Sponsored posts will include content showcasing both influencers’ UberEats experience.

For example, Kylie will post a “Day in My Life” video where she uses UberEats to find a “healthy” lunch and places the order between work calls, highlighting the convenience of the service and customer alignment. Matthew will create a “$20 UberEats Challenge” where he orders the best meal he can find under a budget ($20), showing the affordability of the app.

The affiliate program will allow influencers to share promo codes that offer a discount to their followers when they use the UberEats app. Each influencer will have a personalized code (e.g., KYLIE10 or MATT10) that followers can use when placing their order.

UberEats will track these codes to measure conversion rates and see how many new users were gained through influencer promotions. This type of collaboration provides a direct way to measure success while giving influencers an incentive to drive more orders.

Content Strategy

The campaign will focus on engaging, relatable content across Instagram and TikTok. First impression videos will show the influencers ordering from UberEats and reacting to the food quality and delivery speed. Meal challenges will allow Matthew to create short-form videos where he orders surprise meals and recreates them at home. What I Eat in a Day videos will feature Kylie incorporating UberEats into her balanced eating routine.

Performance Measurement

To measure campaign success, UberEats will track engagement rate, click-through rate, conversion rate, and follower growth. Engagement rate will reflect likes, comments, shares, and saves on influencer posts. Click-through rates will show how many people click on affiliate links, while conversion rates will measure app downloads and food orders using influencer promo codes. Follower growth will be monitored to see how UberEats’ social media presence expands during the campaign.

Instagram Insights and TikTok Analytics will provide data on reach, engagement, and audience demographics. Google Analytics will track website visits and conversions, while promo code redemptions will allow UberEats to measure direct sales. 

Traackr will be used to track influencer performance, monitor audience reactions, and evaluate the long-term impact of collaborations. By analyzing influencer reach, engagement trends, and content effectiveness, Traackr will help UberEats optimize its influencer partnerships. By combining these tracking methods, UberEats can assess the effectiveness of the campaign and continuously improve their marketing strategies.

Challenges and Solutions

One challenge UberEats may face is influencers failing to deliver content that aligns with the brand’s messaging. If an influencer’s sponsored post doesn’t reflect UberEats’ value propositions like convenience, variety, or affordability—it may not resonate with their audience. To prevent this, UberEats will provide influencers with clear creative guidelines while still allowing for their personal expression. Additionally, pre-campaign content reviews will promise messaging stays on-brand before posts go live.

Another challenge is ensuring authenticity. If content feels too much like an ad, audiences may disengage. To combat this, UberEats will work with influencers to integrate promotions into their natural content style, making posts feel genuine.

A final challenge is tracking long-term impact. While initial sales can be measured, brand affinity takes time to develop. UberEats will address this by using Traackr to monitor audience reactions and retention over time, promising success that continues beyond the campaign period.

Final Thoughts

By partnering with Kylie Sakaida and Matthew Merril, UberEats can reach a tailored and engaged audience through authentic and relatable content. This campaign will drive not only short-term sales but also long-term brand loyalty. With the right performance tracking and solutions to common challenges, this campaign can create strong results for UberEats, making it the go-to food delivery app for everyone.