Deep Dive: Influencer & Brand of the Week

Who is this week’s Brand of the Week?

Our Brand of the Week goes to Uber Eats, an app-based food delivery platform, from the popular transportation app Uber.

Launched in 2014, the app replicated the same concept as Uber, allowing users to order from their favourite restaurants and track their delivery, in real-time, all on their mobile phone.

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Why is Uber Eats our Brand of the Week?

In the past week, Uber Eats partnered with influencers on Instagram, to promote their #BFFweekend, 2 for the price of 1 offer. This campaign attained an average engagement rate of above 5.5%. These posts scored in the top 6% of brand sponsored influencer posts in the Food & Drink vertical, and in the top 8% percent in the Food & Grocery Delivery vertical. Overall, this campaign placed them in the top 7.5% across the whole of Instagram.

Which influencers did they work with in the last week?

Uber Eats worked with influencers from the Lifestyle, Fashion and Travel verticals. The best performing post in the campaign was by Daniel Solomon aka danieljlsolomon, a lifestyle, travel and food blogger, who achieved a 6.8% engagement rate. Other top performing influencers in this campaign included Pamela Tonietti and Elnaz, Tanaz & Golnaz.

 
 Daniel Solomon’s Instagram post sponsored by Uber Eats

Daniel Solomon’s Instagram post sponsored by Uber Eats

 

Who is this week’s Influencer of the Week?

Gina Burgess aka ginabnutrition, a plant-based recipe developer from Manchester, UK.

 
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The Instagram account began in January 2017 as an outlet for Gina to express her passion for plant-based food, photography and presenting food in an aesthetically pleasing way. She aims to create tasty dishes using as few ingredients as possible. She has worked with several brands including English Provender and Belgian Superfoods.

 
 Our influencer of the week: Gina Burgess

Our influencer of the week: Gina Burgess

 

Most recently Gina achieved an engagement rate of 7.3% on her Instagram post sponsored by California Walnuts, which is approximately 2.3x higher than the average sponsored post on Instagram.  For this reason, she is our influencer of the week.

 
 Gina Burgess’s Instagram post sponsored by California Walnuts

Gina Burgess’s Instagram post sponsored by California Walnuts

 

What’s interesting about her Instagram page?

Gina has created several pieces of branded content for her page in the last three months. She has collaborated with a wide variety of brands, ranging from Vonshef to The Co-op. These posts have achieved an average engagement rate of 6.4%, which is about 2x higher than the average sponsored post on Instagram. Compared to her organic engagement rate of 9.7%, their sponsored posts, based on data under-perform by about 35% (which is relatively normal on Instagram).

Her best performing sponsored post featured a partnership with Vonshef, with an engagement rate of 14.3%, which featured a competition/giveaway for a Vonshef food processor. This post outperformed the average competition/giveaway post on Instagram by almost five-fold!

 
 Gina Burgess’s Instagram post sponsored by Vonshef

Gina Burgess’s Instagram post sponsored by Vonshef

 

What did we find surprising about her?

Gina is currently pursuing a degree in Nutrition in order to help others make healthier food choices and embrace her body-positive philosophy!


CampaignDeus is the leading independent provider of influencer marketing campaign data for Instagram and YouTube. Our platform identifies and classifies brand sponsored influencer campaign performance metrics, tracking hundreds of thousands of posts.

We use this data to provide Brands & Agencies with industry insights across verticals, benchmark campaigns against vertical & competitor averages, and equip clients with in-depth reporting and recommendations on how to make campaigns more effective. Get in touch for more details.