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Delivery · Proposal

OneCart: loyalty, in-app media and screens on the road.

A proposed digital media strategy for OneCart: a gamified loyalty programme, in-app brand partnerships, a social media revamp and digital screens on delivery bikes.

  • Gamified loyalty
  • In-app advertising
  • Instagram, TikTok and Facebook
  • Creator partnerships
  • Delivery bike digital screens
  • Mall activations
Delivered in
60 min
Loyalty levels
6
Adverts a bike a day
±300
Share of voice
100%
A smiling man behind three phones showing the OnTopic content app, with the OneCart logo and a QR card: scan to take part.

QR code that opens this OneCart case study on hellobrand.co.za.

This OneCart case study open on a phone: the title, loyalty, in-app media and screens on the road, and the proposal summary.

A proposal by Hello Brand for OneCart, with the delivery bike screens run in partnership with DriveBy Digital.

The brief

OneCart delivers from multiple stores in 60 minutes. The strategy set out to grow partnerships with FMCG, retail and lifestyle brands, deepen customer engagement through personalised experiences and gamification, and earn more from the app and the delivery fleet.

The situation. OneCart's social channels were not working hard enough. Instagram had low engagement from repetitive content, Facebook lacked consistent content and community interaction, and TikTok had a minimal presence compared with competitors.

Who it is for. OneCart shoppers, grouped into campaign zones such as students, DIY shoppers and health enthusiasts; and the FMCG, retail and lifestyle brands that want to reach them.

What OneCart gets. Shoppers who come back more often and spend more, first-party data on what they buy, and new revenue from space it already owns: the app, the social channels and the delivery bikes.

Client
OneCart, multi-store delivery
Prepared
May 2025
Loyalty
Six levels, from Bronze Shopper to Emerald VIP
In the app
Banners, category zones and always-on content
On social
Instagram, TikTok and Facebook, with local creators
On the road
Digital screens on delivery bikes, with DriveBy Digital

The idea

OneCart banner in black and green: Multiple stores delivered in 60 minutes. Shop it all in OneCart.

Convenience is king. Loyalty is the crown jewel.

Treat OneCart as a media owner as well as a delivery service. A tiered loyalty programme gives shoppers reasons to come back and builds first-party data. That data, the app's category pages and the delivery fleet then become space for brand partners, while a refreshed social presence drives people into the app.

  • Grow partnerships with FMCG, retail and lifestyle brands
  • Deepen engagement with personalisation and games
  • Earn from the delivery bikes and in-app banners
  • Use first-party data for smarter campaigns
  • Turn social followers into in-app campaign players
  • Keep shoppers in the app longer, with points to win

On the road, and in the app

Digital screens on the delivery boxes take a brand through high-traffic streets all day, with the screen to itself. In the app, rotating banners lead shoppers to the same brand's mobile campaign, so a brand can buy the street and the shelf together.

A delivery rider in traffic with a digital advertising screen on the bike's delivery box.
A visualisation of a delivery bike screen in traffic (the advert on the screen is blurred).
A OneCart screen: a smiling man behind three phones showing the OnTopic content app, with the OneCart logo and a QR code to scan.
A screen loop with a code that opens the campaign.

One bike, one month

Each advert
7 to 10 seconds
Adverts a day
About 300 per bike
Adverts a month
About 9,000 per bike
Distance
About 70 km a bike a day
Drive-time
About 90 hours a bike a month
Share of voice
100%: one brand on the screen
Reporting
A monthly dashboard for each brand
Cover
Every unit insured, and the riders too

These are the proposal's figures for a bike screen, not results for OneCart.

The screen on the street, the app in the hand

The box screen sells the reason to open the app; the phone carries the shopper from content to points and levels.

A OneCart screen loop: Shop it all in OneCart, multiple stores delivered in 60 minutes; category icons; OneCart Levels; the delivery bike screen; with a QR code to scan.
A screen loop built from the proposal's own banner, icons and bike photo.
The phone side: OnTopic topics, an audio story and the menu, then the points for each order and the six OneCart Levels.
OnTopic screens from the proposal, then step cards.

Five ways in

  • In-app bannersRotating banners inside each category lead to a brand's mobile campaign.
  • The bike screenOn every delivery, in high-traffic areas.
  • The OnTopic Choose your topics screen with eight topic tiles.
    Always-on contentOnTopic gives a reason to open the app between orders.
  • An OnTopic audio story with a play bar and topic tags.
    Sponsored channelsTopic channels a brand can sponsor.

The fifth way in is social: Reels, Stories, challenges and creators that send followers into the app, and promoters with tablets signing shoppers up in malls.

The shopper's journey, start to finish

From reading a story between orders to unlocking a higher level: every order, rating and mission earns points, and every step gives brand partners a place to meet the shopper.

Seven steps

  1. Choose your topicsOnTopic, an always-on content channel in the app, lets shoppers choose and subscribe to the topics that match their interests. The OnTopic Choose your topics screen: a search bar, eight topic tiles from soccer to motorsport, and a Confirm button.
  2. Read, listen or watchHourly feeds bring refreshed articles, video and podcasts, with every story available as an article, audio or video. An OnTopic audio story, To save nature, focus on populations, not species, with a play bar, topic tags and a related story.
  3. Open the menuHome, bookmarks, notifications, membership and the shopper's own topics, one tap away. The OnTopic menu screen: Home, Bookmarks, Notifications, Membership, My Topics and Logout.
  4. Earn points with every order10 points for every R100 spent, with bonuses for a featured retailer, buying off-peak, trying a new category or stocking up. Step card 4 of 7, Shopping actions: place an order, 10 points per R100; featured retailer +50; off-peak order +20; a new category +30; stock-up of 10 or more items +40.
  5. Complete missions, spin the wheelDaily check-ins, delivery ratings, referrals, weekly missions and seasonal challenges add points, with a spin-the-wheel bonus after every five orders. Step card 5 of 7, Missions and habits: daily check-in +5, rate a delivery +10, refer a friend +100, weekly mission +100, seasonal challenge +200, spin the wheel every fifth order.
  6. Level upSix OneCart Levels, from Bronze Shopper to Emerald VIP: spend more or order more often to move up. Step card 6 of 7, OneCart Levels: Bronze Shopper on sign-up, Silver Saver, Gold Gainer, Platinum Pro, Diamond Elite and Emerald VIP, with the spend or order count for each.
  7. Shop a brand's zoneRotating in-app banners lead shoppers to brand-run mobile campaigns and to zones such as Student, DIY and Health Enthusiasts. Step card 7 of 7, Shop a brand's zone: category tiles of personal care, toys and games, pet supplies and books.
The OnTopic Choose your topics screen: a search bar, eight topic tiles from soccer to motorsport, and a Confirm button.
Step 1 of 7

Steps 1 to 3 are app screens from the proposal; steps 4 to 7 are step cards that set its points, levels and category icons in a phone shape.

OneCart Levels: six tiers, more back at every step

Gamification taps into achievement, status and reward, turning everyday shopping into a journey people want to finish. South African shoppers are digitally savvy and value-driven, so the tiers reward consistency as well as spend: a shopper moves up by spending more or by ordering more often.

  1. Level 1 · on sign-up Bronze Shopper

    1 point per R20 spent, 5% off on your birthday and early access to seasonal sales.

  2. Level 2 · R4,000 or 3 orders Silver Saver

    1.25 points per R20, free standard shipping on orders over R1,000 and exclusive monthly deals.

  3. Level 3 · R8,000 or 6 orders Gold Gainer

    1.5 points per R20, free returns, 10% off one item a month and priority support.

  4. Level 4 · R12,000 or 10 orders Platinum Pro

    2 points per R20, free express shipping, early access to new products, an anniversary gift and a free exercise programme, recipe or DIY course.

  5. Level 5 · R15,000 or 20 orders Diamond Elite

    2.5 points per R20, 15% off everything in your birthday month, invite-only events and previews, and a dedicated shopping assistant.

  6. Level 6 · R20,000 or 50 orders Emerald VIP

    3 points per R20, free delivery, quarterly surprise gifts and VIP-only products and services.

Every mechanic, in detail

Three ways for shoppers to earn, and five ways for brands to take part.

Shopping actions10 / R100

Rewards for the behaviour that drives revenue: 10 points per R100 spent; 50 bonus points for ordering from a featured retailer; 20 for buying off-peak, which helps balance delivery loads; 30 for trying a new category such as baby products or pet food; and 40 for a stock-up order of 10 items or more.

Engagement actions+5 a day

Habits that keep the app open: 5 points for a daily check-in, with streak bonuses for consecutive days; 10 for rating a delivery; 100 for referring a friend who places a first order; 50 for completing a profile; and 15 for watching a short tutorial or promo video.

Missions and challenges+200

Weekly missions such as “order three times this week” earn 100 points, seasonal challenges such as Back to School or Festive Shopping earn 200, and every fifth order unlocks a spin of the wheel for random points or perks.

Banners and category zones

Rotating banners inside each category drive click-throughs to a brand's own mobile campaign, paid per impression or per click, with insight on age, location and purchase behaviour. A brand can own a category, so it comes to mind first when shoppers buy in it.

  • Student Zone: snacks, energy drinks, budget bundles, stationery and fashion.
  • DIY Zone: home tools and paint, with DIY tips and how-to examples.
  • Health Enthusiasts: wellness, gyms and healthy habits that improve personal health.

Category icons can link to real-life brands in food, personal care and health, and toys (for example Unilever, Tiger Brands, Parmalat, Pfizer, Adcock Ingram, Toy Kingdom, Hamley's and Toys R Us, named in the proposal as prospects).

Brand partnerships

Co-branded in-app campaigns with FMCG brands such as Coca-Cola, Cadbury and Nescafé, first-party data insights that help them retarget their consumers, and in-app ads bundled with bike screen ads for full-funnel exposure. Lifestyle and wellness partners such as Virgin Active, Planet Fitness and Builders Warehouse offer exclusive discounts to OneCart users, promoted by email, push notifications and app banners. All are prospects named in the proposal.

Always-on content

OnTopic is a one-stop place where shoppers choose and subscribe to daily refreshed content that matches their interests. Hourly feeds bring articles, video and podcasts, every story as an article, audio or video, and the topic channels open space for sponsorship and extra revenue.

An OnTopic audio story with a play bar, topic tags and a related story.
Social and creators4-5x a week

Paid media on Meta and TikTok, with lookalike audiences built from app users and website visitors, promoting seasonal campaigns, the loyalty tiers and brand collaborations.

  • Instagram: Reels, Stories and giveaways, 4 to 5 times a week.
  • TikTok: trends, challenges and skits, 3 to 4 times a week, and a #OneCartChallenge.
  • Facebook: community polls, offers and reviews, 3 times a week.

Local creators and micro-influencers (1,000 to 10,000 followers) in lifestyle, fitness, student life and parenting feature in a “OneCart Stories” series, paid in free delivery, discounts or VIP perks. Shoppers are rewarded for unboxings and “what's in my cart” posts, and brands can buy sponsored posts bundled with app and bike ads.

Sign-ups in malls

Promoters inside malls sign shoppers up with an on-brand chance to win, on tablets and a digital mobile mechanic. A promoter app makes sure they arrive on time at the right place and records every sign-up.

Who it is for: shoppers in zones

South African shoppers are digitally savvy and value-driven. The strategy groups them into campaign zones, so a brand meets the shoppers already buying in its category.

Student Zone

Snacks, energy drinks, budget bundles, stationery and fashion.

DIY Zone

Home tools and paint, with DIY tips and how-to examples.

Health Enthusiasts

Wellness, gyms, and healthy habits and exercises that improve personal health.

Category icons that link to real-life brands

Eight category tiles from the proposal: groceries, personal care and health, toys and games, office and stationery, fashion and accessories, animal and pet supplies, books, and sports and training.
Groceries, personal care and health, toys and games, office and stationery, fashion, pet supplies, books, and sports and training: each icon is space a brand can own.

What we proposed

Five parts that feed each other: OneCart Levels, brands that own a category, brand partnerships, always-on content and a social media revamp, carried onto the street by screens on the delivery bikes. This is a proposal: no results yet.

OneCart dashboard

How it would be measured

6 months · sample

Example dashboard Mostly sample data, not campaign results. This was a proposal, so there are no results. The bike-screen figure (about 9,000 adverts a bike a month) is the proposal's own planning figure, not a OneCart result. Those figures are tagged From the proposal; everything tagged Sample is made up to show how the dashboard works, and is replaced by real figures once they are reported.

  • Sample

    3,418,600

    Impressions

  • Sample

    52,970

    Clicks

  • Sample

    6,140

    Conversions

  • Sample

    62%

    Retention

  • Sample

    R684

    Basket size

  • Sample

    24 zones

    Delivery-zone heatmaps

What brands would get each month

  • Sample

    3,418,600

    Impressions

    In-app banner views across the category zones

  • Sample

    52,970

    Clicks

    Banner taps through to a brand's mobile campaign (1.5% of impressions)

  • Sample

    6,140

    Conversions

    Shoppers who added the featured brand to an order after a tap

  • Sample

    24 zones

    Heatmaps of the delivery zones

    Delivery zones mapped by orders, banner taps and bike-screen hours

  • Sample

    11,380

    Insight into consumer behaviour

    Shopper profiles with age, location and purchase category behind the insight

  • From the proposal

    About 9,000

    Bike-screen adverts a month

    Per bike, at about 300 adverts a day, with one brand on the screen

Banner impressions (running total)
Conversions a month
Clicks by category zone

What OneCart would look for

  • Sample

    62%

    Higher retention: shoppers working towards a reward

    Loyalty members who ordered again within 30 days

  • Sample

    R684

    Bigger, more frequent baskets

    Average basket by month 6, excl. VAT (R598 in month 1)

  • Sample

    38%

    Data-driven personalisation from the tiers

    Orders that used a tier-based or personalised offer

  • Sample

    4.1%

    Brand stickiness: less churn, more advocacy

    Members who stopped ordering in month 6, the monthly churn rate

Average basket, excl. VAT
Members by OneCart Level
  • Bronze Shopper 54%
  • Silver Saver 21%
  • Gold Gainer 12%
  • Platinum Pro 7%
  • Diamond Elite 4%
  • Emerald VIP 2%
Retention

of loyalty members ordered again within 30 days

Rand values excl. VAT. Figures tagged Sample are for illustration only: not results from this or any campaign.

Shop it all in OneCart.

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