Case study
Glovo
photo and video content, TV commercial strategy and targeting
1. The client
Glovo is a Spanish quick commerce delivery platform, founded in 2015 in Barcelona by Oscar Pierre and Sacha Michaud [1]. Since launch, the company has grown to a presence in 23 markets and more than 1,800 cities across Europe, Africa and Central Asia, passing one billion orders delivered globally [1].
Glovo entered the Romanian market in May 2018 [2]. Since then it has expanded to over 60 cities, covering every county in the country, with the heaviest activity in Bucharest, Cluj-Napoca, Constanța, Brașov and Iași [3]. Romania became, over time, Glovo’s largest market in the region, and at the end of its first three years of local operation the platform had reported transacted value of over 250 million euros, more than 50 million euros in earnings for partner couriers, and over 70 million products delivered [4].
The company has remained the leader of the local quick commerce market, in a sector that consolidated fast as territorial coverage widened and the range of delivered categories diversified, from food to convenience goods, pharmacy and electronics [3] [4].
2. Context of the engagement
According to the agency’s internal notes, the Glovo engagement covered three components: photo and video content, TV commercial strategy, and targeting strategy. For the accuracy of this page it is worth stating that the photo and video production which formed part of this project is a service our agency no longer offers. That is a deliberate portfolio decision, not a gap. We describe the engagement as it historically ran, but we link the services component to what we offer today: strategy, targeting and campaigns, not image production.
3. What we did
The project covered photo and video content production for the brand, alongside the strategic component of the engagement: developing the strategy for the client’s TV commercials and the audience targeting strategy. For a quick commerce brand with broad national coverage, active in dozens of cities and across several product categories at once, a targeting strategy typically means differentiating message and channels by local market, product category and audience segment, not a single campaign applied identically everywhere.
The TV commercial component meant the strategic thinking behind the broadcast video: message positioning, creative direction at concept level, tied to the photo and video production delivered within the same project. The engagement notes do not detail the number of commercials, the exact period or the budgets allocated, so we do not reconstruct those elements.
4. Results
The engagement notes contain no figures tied to this project, so we state no quantified results. The qualitative value of the engagement lies in the experience of working with a consumer brand with intense national presence, in a market, quick commerce, that developed rapidly during the very period of Glovo’s entry into Romania, and in the ability to deliver both the strategic component (targeting, campaign direction) and the associated content production, within a single coherent project.
5. Services involved
Photo and video production has been removed from the agency’s offering, an explicit portfolio decision, so you will not find it as a standalone service today. The strategy components of this project, on the other hand, map directly onto our current service lines:
- Paid Social and Paid Search, for audience targeting strategy on digital channels, today’s equivalent of the targeting work in this project.
- Growth & scaling, for targeting thinking across multiple markets and segments, relevant to a brand with broad national presence.
- Strategy & positioning, for the message direction and concept behind a TV commercial strategy, whatever the final broadcast channel.
- Creative for marketing, for today’s campaign visuals, built from design and adaptation of the client’s existing materials rather than from in-house photo and video production.
Sources
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