Deliveroo has teamed up with Dubai-based creative agency Tyra Creative to bring some fun to White Friday. The two-week campaign, running from 17 November to 1 December, aimed to spark excitement, drive awareness, and get deal-hungry shoppers across the UAE hitting ‘order’ faster than ever.
This year, Deliveroo didn’t just compete with fashion; it put tech, groceries and retail essentials front and centre, proving that White Friday doesn’t have to be stressful to be satisfying.
“White Friday is chaos, excitement, and a little bit of scroll-happy madness all rolled into one,” said Ashe Elliott, Marketing Manager at Tyra Creative. “Our goal was to bottle that energy into content that’s fun, relatable, and impossible to ignore, basically, making scrolling through deals as addictive as actually getting them delivered.”
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Joy, savings, and the thrill of the hunt on Deliveroo
At its heart, the campaign was about one thing: making people feel the thrill of finding a great deal, and getting it delivered instantly.
With ongoing offers across all verticals, a second-week push featuring hero items and heavily discounted daily drops, and a Cinderella-themed ‘last chance’ narrative, audiences were encouraged to keep checking back, keep scrolling, and keep discovering new surprises on Deliveroo.
Tyra Creative turned these behaviours into snappy, funny, social-first content: the chaos of going overboard on deals, obsessively checking daily drops, and racing against the clock before the offers disappear.
Low-fi relatable hero videos, playful sound design, and motion-graphic-driven moments brought that excitement to life. Making it impossible to scroll past without at least chuckling.
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Tyra Creative’s recipe: full-service, scroll-stopping creative
Tyra Creative led the campaign end-to-end: from strategy and concept development to full production and platform-specific optimisation.
The scope included:
- Developing the core campaign creative, and narrative direction
- Producing three hero low-fi shorts aligned to key campaign moments
- Full-service production: casting, shoot management, art direction and post-production
- Designing social-native motion graphics and notification-style overlays
- Adapting content across Instagram, TikTok, Snapchat, and YouTube
The result was a cohesive, social-first suite of assets built to catch attention, make people laugh, and drive real action. All while keeping the Deliveroo experience front and centre.
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Where the Deliveroo campaign lived: scrollable, tappable and snackable
To reach a mobile-first audience, the campaign rolled out across:
- Instagram Reels & Stories
- TikTok short-form videos
- Snapchat videos
- YouTube videos
This digital-first approach aimed to maximise visibility during the busiest retail period of the year, allowing Deliveroo to cut through with content that felt native, entertaining, and instantly recognisable.
The campaign aimed to:
- Build strong organic awareness
- Keep consumers informed and excited throughout the two-week period
- Drive desire and intent to shop across all Deliveroo verticals
- Spark engagement and earned reach through storytelling
Deliveroo measured success through video views, impressions, engagement rate, click-through rate, watch-through rate, and sentiment lift, alongside performance on hero items, daily drops, and overall conversion.
CREDITS:
Client: Deliveroo
Agency: Tyra Creative
