The 2024 Africa Cup of Nations, Africa’s most prestigious football tournament, was slotted as a key event in Morocco. Following the country's impressive performance in the last World Cup has excited Moroccans eager to relive their passion and express support for their team. With the strategic usage of Glovo Brands Ads, we helped to uplift q-commerce sales for Unilever Ice Cream, Procter & Gamble, and Bel in Morocco through the power of data-based advertising channels. 

Campaign Highlights

- P&G: Garnered over +1.3M Impressions in 4 weeks of activation across all assets including in the GlovoApp, Banners, and Cart Upsells.

- Unilever Ice Cream: Achieved a positive ROAS of 6.6 in new ad placements  (Banners, Cart Upsells, and Searches).

- Bel: Saw a +15 percentage point gain in Market Share with 2 placements activated: Shoppable Banner & In Store Banner.

Procter & Gamble, in it for the long ride.

Football events are crucial for Gillette, a P&G brand, as their primary target audience is male. P&G, having already secured key partnerships with Morocco's goalkeeper, Yassine Bounou, aims to use Glovo as a significant lever to amplify their campaign exposure within the football association and also drive business.

From left to right: In-store Banner, Shoppable Banner, Cart Upsell

They were able to take advantage of Banners, and Cart Upsells for Carrefour, Marjane, and Glovo Market for the 4 weeks duration of the competition, garnering over +1.3M Impressions in the 4 week activation across all assets. Of the campaign experience, they stated: "We are thrilled with our collaboration with Glovo as the leading Q-Commerce platform in Morocco. This partnership offered us valuable insights into the potential of Q-Commerce in Morocco, especially for Beauty and Personal Care Categories. Working with Glovo is always a delightful experience, thanks to their remarkable flexibility, close follow-up, reporting, and proactiveness. The results we achieved in terms of reach and conversion were highly promising, reaffirming the effectiveness of our partnership with Glovo.”

Unilever’s, where ice cream and football collide.

Thanks to Glovo Market, we were able to help achieve Unilever’s goal of bringing their ice creams closer and faster to the consumer. They achieved a positive ROAS of 6.6 in new assets for placements in Banners, Cart Upsells, and Sponsored Search. The Glovo Brands Ads team helped make their products visible, attractive, and stand out compared to the competition, helping them to uplift their growth. 

From left to right: Shoppable Banner placement and In-Store Banner 

 "We chose Glovo as our partner for AFCON to deliver our ice creams directly to our consumers enjoying their favorite teams at home. This is where our strong partnership with Glovo shines, ensuring our portfolio of ice creams is delivered instantly to satisfy those sudden cravings for refreshing snacks, all at the tip of their fingers.”

Bel, the newcomers to the E-commerce scene 

Bel was new to our Brands Ads offering, and this project marked our first time working together. They were interested in using Glovo not just to get their name out there, but also to connect with fans during the excitement of AFCON.

From left to right: In-Store Banner and Shoppable Banner placement

By activating just two placements, the shoppable Banner and the in-store banner, Bel, with their La Vache qui Rit brand, saw a +15 percentage point gain in market share inside the Glovo. They mentioned that, "We had the pleasure of working and collaborating together for the AFCON event, which for us was a success, thanks to the successful deployment and also the collaboration and responsiveness of the Glovo team. Glovo remains a benchmark digital showcase, enabling us to strengthen the bonds our brands have with Moroccan consumers by creating proximity and visibility in total synergy with other channels." 

AFCON presented an opportunity for Unilever Ice Cream, Procter & Gamble, Bel, and many other renowned brands, to boost their sales and connect with consumers in a meaningful way. Through strategic ad placements and timely product deliveries, these brands were able to successfully offer users their favorite products thanks to Glovo Brands Ads.  From P&G's targeted campaigns to Unilever's ice cream reaching fans at just the right moment, and Bel making a strong entry into e-commerce, the tournament has proven that combining sports excitement with smart digital marketing can lead to impressive results. This blend of football, technology, and business savvy highlights the power of leveraging big events for brand growth.

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