At 180LA, we see the world not as it is, but how it could be. When we were asked to create Postmates’ first-ever branding campaign, we did some sleuthing and quickly discovered that for Angelenos, Postmates is much more than a delivery service: it’s a friend that gets you. From the need to avoid driving on weekdays between 3 p.m. to 7 p.m., to those days when Abbot Kinney is #nothappening, the brand is woven into the fabric of everyday life in LA.
Brands that offer services usually deemed a “utility” don’t have to be limited to just that. Often, the brands that help us function everyday are the most special and loved by consumers. Using the Postmates “We Get It” campaign example, we’ll explore how social listening allows marketers to observe the unprompted and unfiltered sentiments that consumers have for the brands they interact with, and demonstrate how, sometimes listening to and observing people in their everyday routines can be the best research.