How Grubhub built a viral marketing campaign in 7 weeks with Webflow and Wondersauce
To create a powerful brand moment that could handle significant traffic, Wondersauce used Webflow to deliver a uniquely shareable experience to millions of Grubhub users.
Since 2004, Grubhub has delivered the best restaurants to millions of diners across the US. No stranger to inventive marketing that centers around its enthusiastic community of eaters and drivers, Grubhub understands that in today’s highly-saturated, always-on world, brands really need to do something special to stand out.
At the end of 2022, they set out to create an end-of-year campaign that looked back at the nation’s biggest ordering trends. They had seven weeks to build the entire premium experience, and needed a web development solution that could handle high spikes in traffic over short time periods.
Enter Wondersauce and its 100 creatives, strategists, producers, and technologists working from all corners of the globe. Since 2011, the agency has worked its magic with digital-first companies of all sizes in a range of industries, from Bombas and The Sill to Sixpenny, Proenza Schouler, and Sotheby’s.
The secret sauce of working with a Webflow Expert
Wondersauce was the ultimate complementary partner, building a web experience around our goals and really making our vision come to life quickly.
As a Webflow Expert, Wondersauce is part of a trusted and proven network of Webflow agency partners serving businesses of all sizes. Their deep bench of internal resources and technical expertise in web design and development made them a natural choice to take on Grubhub’s exciting year-end initiative.
Grubhub was immediately impressed with Wondersauce’s ability to understand their vision and brand guidelines, while providing creative recommendations on how to uplevel the overall campaign. To create an extraordinary customer experience under a tight timeline that could support high volumes of traffic, Wondersauce immediately recommended Webflow Enterprise.
Grubhub was looking for an engaging way to highlight the personal trends and eating habits of millions of users, breaking them down to deliver a fully customized and dynamic content experience. They wanted '2022 Delivered' to reinforce the Grubhub brand and use it as a fun, alternative way to interact with their loyal customers. They aimed to make every touchpoint highly shareable on social—which meant synergy between design, data, and development was paramount.
“Webflow was a natural choice for Wondersauce and Grubhub given its flexibility with design, speed to market, and, with the Enterprise offering, its ability to scale gracefully to handle the traffic,” says Wondersauce COO Megan Blake.
A universally beloved brand moment that resonated
The 2022 Delivered initiative exceeded our expectations. We were thrilled with the level of engagement from our users and at the overall execution of the experience from Wondersauce.
As the teams dove into their seven-week sprint, data was especially relevant: What were the key points that would make 2022 Delivered as compelling as it could be? What narrative would feel personal but universal? Once aligned on data points and the general flow, Grubhub nailed down the unique design treatments and animation styles with Wondersauce.
Grubhub and Wondersauce’s approach was to tell personalized stories based on diners' top food choices and enable users to easily share the results. “Having a Webflow Enterprise solution available enabled us to focus on the build and leave infrastructure in Webflow’s capable hands,” says Megan. The ability to bring the architecture directly into Webflow Enterprise allowed Wondersauce to create a custom, user-centric solution that made full use of Webflow’s bandwidth for fast scaling. With design and data in motion, it was time to see if development could handle the traffic.
The 2022 Delivered campaign provided an organic way to engage with customers and highlight their food ordering habits—with results that delivered, with over 1.3M page views. The email had a staggering 51% open rate, email click-throughs more than doubled, and the site seamlessly handled as many as 11,000 users a minute. The viral social moment compelled users to compare stats and share fun moments from throughout the year, from top late-night orders and sweet tooth cravings to favorite dipping sauces.
Not only did the campaign exceed internal expectations, it was met with overwhelmingly positive feedback on social media, and strengthened the Grubhub user community. “We had limited time to bring this to life and couldn’t be happier with the outcome,” Charlie says.
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