“#NoDejemosDePedir”
PedidosYa Campaign for Copa América in Argentina
PedidosYa unites with Argentina’s football audience through a spirited Copa América campaign on X, painting the platform with takeovers, trends, hashfetti, and hashmoji. At its heart, a brand survey shines with remarkable results in ad recall, message association, and purchase intention—strengthening bonds and elevating engagement to new heights.
+12pp
Message Association
+5pp
Purchase Intent
5.8M
Unique Reach
PedidosYa
PedidosYa, a leading brand in Argentina’s app delivery industry, launched a Copa America campaign to reinforce its position as the most associated delivery brand with the Argentinian national team. A supporting brand survey confirmed this strong association, underscoring PedidosYa’s role in Argentine soccer culture.
Campaign objective
The main goal was to maximize real-time engagement with X's audience and connect with them through the Copa America event, reinforcing PedidosYa's position as a brand closely associated with the national team and strongly focused on branding goals. Real-time interaction was key to generating conversation and deepening engagement with football audiences. Through that, they aimed to increase traffic and sales through specific offers and discounts on key dates of the football tournament. They also run a brand survey to validate their positioning in the market.
The Solution
The campaign was built around a main concept under the hashtag "#NoDejemosDePedir," featuring a corresponding spot supported by various video variants as the tournament progressed. It included special messages directed to the national team players, making them part of the experience.
To enhance their strategy, they used takeovers, hashfetti, and hashmoji with the main hashtag, as complementary elements. They implemented promos and special offers throughout the event, particularly on match days. Notably, on Lionel Messi's birthday, they launched a special promotion that highlighted him.
Keys to Success
01
No dejemos de pedir
The main campaign included the concept with the hashtag #NoDejemosDePedir with reach, video views with vertical video views campaigns. They ran ads with the main spot with special offers for the delivery.
02
#UnGolDelDibu
They create a special message for the Copa America, building the campaign concept around ‘orders’ directed to the national team players, making them part of the experience. A notable element was an announcement that made a direct request to Dibu Martínez, the Argentine national team's goalkeeper, asking him to score a goal #UnGolDelDibu.
This post sparked a conversation that led the audience to trend this request, even catching the attention of the national team's head coach, who addressed the topic. The campaign's concept extended beyond the platform, generating conversation and relevance within and outside of X.
03
Hashmoji & Hashfetti
They include the main hashtag of the campaign with a hashmoji and a hashfetti
04
Takeover pack
They leveraged the main campaign with 7 takeover packs and used reach blocks in the strategic dates of the matches of Argentina
The Results
PedidosYa’s Copa América campaign achieved phenomenal success, seamlessly aligning with the Argentinian national team’s journey and leveraging innovative strategies on the X platform to maximize reach and engagement. The campaign’s record-breaking brand interaction was driven by the viral #UnGolDelDibu initiative—a playful, widely shared request for goalkeeper Dibu Martínez to score a goal. This interaction resonated deeply, catching the attention of the national team’s head coach and amplifying buzz across traditional media, news outlets, and social networks.
A central highlight was the brand survey’s exceptional results, which demonstrated a significant boost in ad recall, with audiences clearly associating PedidosYa with the excitement of the tournament. Message association also strengthened, reflecting the campaign’s effectiveness in embedding the brand within the football narrative. Additionally, purchase intent notably increased, particularly among those engaging with video content. This blend of organic conversation and strategic engagement cemented PedidosYa as the delivery brand most closely associated with Argentina’s football spirit, creating a lasting connection with audiences during and beyond the tournament.
X is the place were sporting events happen and that's why it is a key partner in our strategy to connect with Copa América and the Argentina National Team. With their Takeover formats complemented with branded features like Hashfetti and Hashmoji they allowed us to generate more impact during the key match days and capture the attention of our audience. Finally, we were able to prove the success of the campaign with their X Brand Survey.
