INFLUENCER MARKETING CAMPAIGN FOR

FOODPANDA
THEME
World Cup 2022 and Cricket Craze

PURPOSE OF THE CAMPAIGN

The purpose of this campaign will be to take full advantage of the recently started cricket World
Cup hype to promote Foodpanda’s latest cricket deals. This influencer marketing campaign will
keep our audience aware of our new deals and promo codes and will be used to create an
emotional attachment to the cricket craze and Foodpanda’s food delivery service at a time when
people really enjoy having their favorite food while watching nail-biting cricket matches.
Eventually, it will help Foodpanda to increase its conversion rate.

PLATFORMS TO ENGAGE INFLUENCERS

The platform we will be using for influencer marketing will be Instagram and Youtube. The
main reason to select Instagram is that the target audience of Instagram resembles the target
audience of Foodpanda which is 18-34 age (Appendix Figure 1) people which will help us to
attract the right audience who will be willing to use Foodpanda order food online. Furthermore,
Youtube is a kind of platform where people go for entertainment purposes and most people
watch cricket match highlights on Youtube if they have missed the live match or they like to hear
their favorite influencer’s views (like CBA Arsalan and Junaid Akram) on the recent match. This
can also help foodpanda to promote their offers via those influencer’s platforms.

CATEGORY OF INFLUENCERS
In this campaign, we will be using Influencers that usually share lifestyle blogs, food blogs, daily
vlogging, crick-comedy, etc in their content. They will be given a few ideas/guidelines on how to
use Foodpanda’s promotion in their videos, reels, posts, etc but they will have the freedom to use
their own creativity. For this campaign, Foodpanda will be using the following categories of
influencers:

1. Mega Influencers
We will hire Arslan Naseer to promote Foodpanda in his upcoming youtube video that is
centered around a cricket match. He will be uploading a video either before or after the world
cup matches. The reason for choosing him is that he has over 1million+ subscribers on Youtube
and a very high engagement rate of 33.9K.
(https://app.hypeauditor.com/my-network/influencer/237766/analytics/youtube/
cba__arslan_naseer-UCAPKFEmtca1ptADaSiwaieg)

2. Macro Influencers
We will be hiring Irfan Junejo and Momin Saqib for Instagram to start a “Share Your World
Cup Stories” trend in his reel. The depiction of the content is shared in the attached video. They
would be uploading a reel after upcoming India vs Pakistan match. The relevant hashtags that he
would use in the caption will be #cricketdeals #T20WorldCup #ShareYourWorldCupStories
#WorldCupKaChaska. They will also be announcing to their audience to use Promo Code:
WC2022. The reason for choosing them is both of them have an excellent engagement rate
(10.71% for Momin Saqib and 5.44% for Irjan Junejo)[1] https://app.hypeauditor.com/my-
network/influencer/280983/analytics/instagram/irfanjunejo
We will also be hiring Junaid Akram to make a slightly similar content on Youtube as made by
Arslan Naseer. He would be given complete freedom to add his own creativity and mention
Foodpanda in a non-advertising way in his upcoming cricket-related youtube video.

3. Micro-Influencers
The rest of the campaign will be promoted by micro-influencers on Instagram where each one of
them will be making stories, posts, or reels where they will be using the hashtags mentioned
above. They will start a trend of sharing their cricket stories or emotions attached to the event
and how eating their favorite food is the most important part while watching a World cup match.
These influencers will be expected to have an engagement rate of over 4%.

Contract type
In this campaign, we will not be having any exclusive contracts with the influencers because this
campaign is for a specific event that is happening (worldcup2022). Moreover, food delivery
preferences are something that keeps on evolving based on the types of brands and discounts that
are being offered by that food delivery app.

TIME FRAME
We will get influencers on board before the India vs Pakistan match scheduled on 23rd
October,2022. This campaign will be running until the end of World cup matches. The mega
influencers will be sharing their content before the match or after it depending upon their
schedule.
Macro and Micro-Influencers will be following the trend and uploading their content during
cricket month until the World Cup ends.
BUDGET FOR THE CAMPAIGN
The price we will be giving to influencers based on their tier is as follows:
● $8,000 for mega influencers
● $5,000 for macro-influencers
● $200 for micro-influencers

Our Budget

We will be using 9 influencers for this campaign. Their budget breakdown is as follows:

1 Mega influencer x $8,000 = $8,000

5 Macro influencers x $5,000 = $25,000
3 Micro influencers x $200 = $800
Total budget = $33,800

SHORTLISTED INFLUENCERS
All the shortlisted candidates will have a target audience similar to Foodpanda which is people in
the age group of 18-35, tech-savvy, and highly active on social media platforms. The table in the
Appendix shows our main shortlisted influencers for this campaign. (Appendix Table 1)

APPENDIX
Table 1:

INFLUENCER TYPE SHORTLISTED Metrics

CANDIDATES

Mega Arslan Naseer (Youtube) ● ER higher than 10%

● 1million+
followers/subscribers

Macro Junaid Akram (Youtube) ● ER above 5%

Haris Awan (Instagram) ● 100k+
Irfan Junejo (Instagram) followers/Subscribers
Baekartoot(Instagram)
Momin Saqib (Instagram)

Micro Haseeb.ismat (Instagram) ● ER 3%

Ali Zar (Instagram) ● 20k+
Akbar Chaudry (Instagram) followers/Subscribers
Figure 1: