“Tired of seeing me?”; Maluma reacts to her advertising with Rappi

• Food delivery platforms had significant growth during the pandemic.

• Influencer marketing is positioned as a strong growth opportunity, both for brands and content creators.

• More than half of the companies that have carried out influencer marketing strategies have chosen to reinforce investments in the area.

Maluma has chosen to make a publication asking his followers if they are tired of seeing him every time they open his app. Rappi.

The platforms they offer food delivery services They have managed to demonstrate that they are of the utmost importance today, allowing digital consumers to purchase the dishes of their favorite restaurants from the comfort of their home or office, as well as offering restaurants a good opportunity to position their brand in catalogs. of these apps and thus increase their income.

According to the Statista Digital Market Outlook study where it shows the online food order in Latin America during 2021, Mexico is expected to have had revenues of 2 thousand 264 million dollarsBrazil 3 thousand 803 million dollars, Argentina 891 million dollars and Colombia 421 million dollars, among other countries that decided to bet on trusting this particular service that has endless benefits.

Among the brands of this category that we can see more present today, are Uber Eats, Rappi, Didi Food and others, which have achieved such an effective positioning that it is simply to locate them on the streets of the city, it is already quite common to meet these delivery men and their characteristic backpacks, but how have they achieved this type of presence around the world?

Food delivery brands have proven to do an effective job in terms of marketing.which has led them to position themselves in the sights of digital consumers by on their mobile devices, using different strategies.

For some time now Rappi has chosen to start a strategic collaboration with the singer of the urban genre Maluma, doing all kinds of campaigns around him and some of his services.

Among one of the strategies used, the Maluma’s image when users open the Rappi app, a fact that makes the collaboration noticeable at a glance. Given this, the singer has chosen to make a publication asking users if they had already tired of seeing it every time they open the app, a fact that the brand’s community manager has reposted.

Stay with the one who sees you, how @maluma sees you on the App ???? #Maluma pic.twitter.com/hGJocrjr3g

— Rappi Mexico (@RappiMexico) June 1, 2022

Given this, some users of the brand have reacted when they see Maluma every time they open the Rappi appwho also make some recommendations regarding this strategy.

Rappi Juancho ????

– Juan José Bohorquez (@juanjobo) May 30, 2022

Obviii not ????. Open the app and see his face, it’s almost as addictive as wine, always enjoy! ????????

— Rappi (@RappiColombia) June 1, 2022

The only thing keeping you alive right now is opening Rappi and seeing @maluma pic.twitter.com/R1zWhveu22

– Isabel Tobón ???????? (@IsaTobon) May 29, 2022

Brand collaborations with artists or influencers have proven to be a powerful marketing strategy to followtaking into account its large number of followers who are located in different parts of the world (ideal for international companies), which manages to increase engagement with their respective consumers.

Also, a recent study by CreatorIQ and Tribe Dynamics shows that the 66 percent of companies decided to provide more financing for influencer marketing strategieswhile 52 percent of these have also expanded their work teams focused on developing this type of strategy and thus guide themselves to more effective fulfillment of objectives.

These collaborations would also represent a strategy with bidirectional benefits, since it would bring together the communities of the participating actors, as demonstrated by that influencer who collaborated with Papa John’s to create a limited edition garlic ice creamdrawing the attention of thousands of users in different countries.

Despite this, these types of strategies still have a long way to go, since due to their relatively recent appearance, some brands are looking for the best way to carry them out.

Influencer marketing has shown its importance for brands, what will be the next step for these collaborations?

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