Cyclist in a helmet and yellow shirt seen from behind on a city street, carrying a grey "wuplo" delivery backpack
Submitted by Hype Factory Influencer Agency

Wuplo

Hype Factory Influencer Agency ran an Instagram posts and stories campaign for grocery delivery service Wuplo in Berlin, reporting actual installs at 3.7x expected.

2.8xactual clicks vs expected
3.7xactual installs vs expected
2xactual reach vs expected

Case in 60 seconds

Wuplo, a fresh grocery delivery store founded in Berlin in 2021, had to promote the product in a new market and attract users to a new service, so the campaign carried recognition and acquisition tasks together.

The campaign appears to turn on grocery delivery being judged on whether it works in an ordinary week rather than on what it promises, so first-person accounts of using the app carry more weight than product claims.

Rather than describing the service, the work put the app inside creators' own routines, with influencers encouraged to talk about their own experience of using the Wuplo app as the organizing device.

The campaign ran on Instagram in posts and stories, geographically scoped to Berlin, with influencers encouraged to talk about their own experience of using the Wuplo app across both formats.

Hype Factory reports actual installs at 3.7x expected, actual clicks at 2.8x expected, and actual reach at 2x expected, each stated as a multiple of forecast rather than as an absolute count.

Strategy Breakdown

Grocery delivery asks people to hand over a routine they already perform themselves, and the page frames the task as promoting the product in a new market while attracting users to a new service, so trust in the app had to be established alongside recognition.
Based on the available evidence, Wuplo positioned itself as the app inside a creator's own weekly shop rather than as a service being advertised at a distance, since the page states influencers were encouraged to talk about their own experience of using it.
Based on the available evidence, the campaign treated the install as the action worth measuring, and installs came in at 3.7x expected against reach at 2x expected, which suggests demonstration of use moved people further down the funnel than exposure alone.

Creative & Execution System

Assets & channels

  • Instagram
  • Posts
  • Stories

Partners

  • Hype Factory Influencer Agency

Results & Evidence

MetricValue
Actual Clicks vs Expected2.8x
Actual Installs vs Expected3.7x
Actual Reach vs Expected2x

Why Hype Factory Influencer Agency's strategy worked

  1. 1

    Installs outrunning reach by a wider multiple than clicks suggests that first-person app demonstration converts a given audience harder than it expands it, because the content answers a usability question rather than an awareness one.

  2. 2

    A single-city geography paired with a service that only operates in that city reads as a deliberate match of media footprint to delivery footprint, which removes the waste that national creator buying would carry.

  3. 3

    Reporting against expectation rather than against absolutes lets an advertiser publish performance without disclosing scale, so such multiples describe forecasting accuracy as much as campaign effect.

Related Case studies