Typically, reaching a massive audience through marketing requires both creativity and substantial budget – a great idea alone isn’t enough without the spending to ensure visibility.
However, PedidosYa, Argentina’s #1 delivery app, spent exactly 0 pesos to reach over half the country’s population.
Below is how PedidosYa achieved this remarkable feat.
The PedidosYa Case Study
As a delivery app, PedidosYa’s daily business involves food delivery. Users normally receive a standard notification “Your Order is on the way” when their food is being delivered.
Then, something unusual happened.
In late 2022, over 6 million Argentinians with the PedidosYa app suddenly received the “Your order is on the way” notification – despite not ordering anything.
This caused confusion online, with users questioning if it was a scam, a bug, or a mistake.
But everything was planned.
The timing was perfect – just hours after Argentina won the 2022 World Cup final against France in a penalty shootout, their first World Cup victory in 36 years.
The “order” in the notification wasn’t referring to food – it was about the World Cup trophy making its way from Qatar to Argentina.
The initial confusion turned into tears of joy as Argentinians celebrated their World Cup victory.
All PedidosYa did was send one push notification, spending 0 Argentine pesos.
You can learn more about this case study from the clip below;
PedidosYa’s Campaign Result
- #PedidosYa became the #1 trending topic on X (Twitter), surpassing #MessiCampeon and #ArgentinaCampeon
- Content related to PedidosYa reached over 23 million people (more than half the country)
Shifu’s Learnings from the PedidosYa Campaign
1. Do Ride The Wave
While major events like the World Cup don’t happen often, smaller trends occur regularly. The key is identifying opportunities and combining them with creativity.
2. Having Strong MarTech Infrastructure is Essential
Sending notifications to millions of users simultaneously requires robust technical infrastructure. PedidosYa had planned this aspect well in advance.
3. Messi is better than Mbappé
Just kidding for this one 😂 These two players are from different eras and can’t be directly compared. Perhaps in 10-15 years, when Mbappé reaches the later stages of his career, we can better evaluate their respective achievements.
Summary of the PedidosYa Campaign
This is the case study of PedidosYa, Argentina’s #1 delivery app.
By combining creativity, technology, and perfect timing with a trending moment, PedidosYa managed to create an outstanding campaign without spending any advertising budget.
Try applying this concept of blending creativity and technology while riding trends in your own marketing efforts. Who knows? You might achieve results similar to PedidosYa’s success.
