Millennial Opps: Postmates celebrates AAPI Heritage Month with new product, campaign

Sales Lead: Postmates recently celebrated AAPI cuisine with new school lunches.

• The brand's campaign supporting its AAPI Heritage Month effort stars Greta Lee.
• The campaign is all about loving food that we once criticized.
• While people can only get the meals in LA, nationwide fans are encouraged to win autographed lunchboxes and a $500 credit by engaging with Postmates's social media platforms.
• Reportedly, the brand will launch an additional video later in May 2023 that will feature Filipino influencer Bretman Rock.
• Postmates also donated to the national coalition, Stop AAPI Hate.
• The brand will likely:
  • Pursue additional influencer partnerships
  • Keep ramping up promotional material
  • Continue increasing digital spend
• Target demographic: 
  • Millennials

Recent leadership shifts:

• This launch closely followed Postmates's November 2022 promotion of its brand-specific marketing head Brittany Hoffman.
  • ​​​​​​​Hoffman joined the brand in January 2022 as its senior marketing manager.

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Postmates has spent approximately $1.3m on digital ads, 18% more than the approximately $1.1m spent within the same 2022 timeframe.
  • YTD data: The brand has earned around 110.8m digital impressions YTD via YouTube (81%), Twitter (9%), Facebook (5%), and Instagram (5%) ads.
  • Last year: In 2022, Postmates spent roughly $2.5m on this channel, less than a fifth of the roughly $15.5m spent in 2021.
• Additional channel insights  
  • The brand utilizes OOH, digital, radio, local broadcast, Google Ads, Twitter, TikTok, and online video (via Youtube Android, Youtube IOS, and Youtube.com.
  • Postmates sponsors podcasts such as Stuff They Don't Want You To Know, How Did This Get Made?, Critical Role, Pardon My Take, and Timecast IRL.

Additional agency insights:

• Opportunity: Get in touch to see if parent company Uber seeks brand-specific support as it continues ramping up initiatives for Postmates.
• Current agency roster (the Postmates brand):
  • Mother​​​​​​​: Creative, social, and digital AOR
  • EssenceMediaCom: Media AOR

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.