Bringing Gorillas’ 10-minute Grocery Delivery to the US
Gorillas is a well-known European company that specializes in delivering fresh groceries quickly and efficiently to your front door. Their ability to provide on-demand delivery without sacrificing quality and their rider employment model has driven their success in the space. SourceCode was tasked with launching Gorillas – at the time, Europe’s fastest growing unicorn – into the U.S., specifically focusing on the NY market. Our goal was to secure coverage that clearly communicated the brand’s key messaging and value propositions, and drive users to download the app.
WHAT WE DID
In order to guarantee an in-depth feature on the launch, we executed an exclusive strategy, giving the news to a top-tier publication that would hit both business and consumer audiences – Business Insider. Once BI went live, we widely pitched additional relevant media across local NY, business, tech, consumer, retail and real estate publications so that Gorillas would have a splash of coverage extending beyond launch day. While planning our outreach around the US launch, we also built a proactive earned media strategy leveraging Gorillas’ data to continue momentum with consumer and local NY press long-term. In addition to our outreach efforts, we partnered with the Gorillas team to ramp up their NYC influencer program to streamline messaging across earned, paid and owned platforms, while also driving additional visibility for the brand and the US launch across social media.
RESULTS
We secured two feature pieces of coverage from Business Insider – one exclusive around the launch news and another that was an in-depth profile on Gorillas’ CEO. After the exclusive hit, we secured an additional 80 pieces of coverage including online and broadcast syndications, and received six inbound media requests.
Metrics to call out:
- 2 Business Insider feature stories
- 80+ pieces of coverage
- 3 influencer partnerships
