How We Created an On-Site Content Asset for Just Eat Takeaway.com
The Brief
In 2020, we began our partnership with the global online food ordering company, Just Eat Takeaway.com. For our first digital PR campaign, we were tasked with coming up with an idea to target their Austrian market and website (Lieferando.at), including content, PR and outreach.
We didn’t want to just target the Austrian market as this leaves outreach narrow, so we brainstormed ideas relating to the brand on a global scale instead due to the brand itself being a household name worldwide, and to maximise the coverage potential by targeting a wide range of publications internationally that are both relevant to Just Eat Takeaway.com and with high authority domains.
Our Strategy
We pitched a scientific “mood” study, to which the Just Eat Takeaway.com team were over the moon for us to run with. As a result, throughout 2020, we conducted an experiment using 2,158 people, analysing their emotional reactions before and after eating 11 different takeaway meals, with the aim to identify which take-outs make us the “happiest”.
We recorded this using the Brief Mood Introspection Scale - BMIS for short - and asked participants to fill in how they were feeling using the scale five minutes prior to eating, and five minutes after eating the takeaway. In short, the scale rates the intensity of positive emotions, such as happiness and liveliness, before being added together to create an overall ‘happiness’ score out of 400 for each takeaway.
The experiment found that an Indian takeaway pleases participants’ the most, resulting in a happiness increase of 83%, followed by sushi (73%) and burgers (70%).
Once the experiment was completed, our team of content marketing experts were tasked to create an on-site asset to showcase the results. Alongside creating a fun, interactive asset, it was important for us to boost the site’s SEO at the same time through some clever internal linking. Everyone knows the benefits of internal linking, including helping Google to better understand the website content, to spread “link juice” site-wide and provide value to users.
By adding internal links to internal pages, such as Just Eat Takeaway.com's 'Foodwiki' pages, food delivery service pages, and the homepage, we are able to spread authority across their whole site to pages that really matter to them, in turn boosting traffic, increasing conversions, and improving rankings on the search engine results page (SERP).
◾ The English asset can be found here.
◾ The Austrian asset can be found here.
The Results
The piece of content, written for our client, has achieved more than 30 relevant and high-authority links to Just Eat Takeaway.com’s Austrian website, Lieferando.at. The campaign has received a wide range of social mentions too, helping to boost our client’s brand awareness further.
When this piece of content was outreached and links were achieved from high authority and high DA publications, the “link juice” spread across the website (Lieferando.at) and their internal pages. This, in turn, helped their pages to rank higher on the search engine results page (SERP).
The campaign has been featured in many notable publications, including:
◾ The Mirror (DA94)
◾ Yahoo! UK (DA94)
◾ Austrian news website, Kurier.at (DA87)
◾ EatThis (DA76)
◾ Diabetes.co.uk (DA68)
◾ Psychreg (DA49)
All links earned for this campaign, not just those mentioned above, have an average DA of 77.
