Influencer Marketing in Romania
Influencer Marketing in Romania
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A booming market with deep engagement - Romanian influencer marketing has grown from ~€18 m in 2020 to over €100 m in 2024 and projected at €115 m by 2025.
With Instagram, TikTok, and YouTube leading, over 92% of Romanians say they’ve made a purchase based on influencer content.
Micro & nano outweigh mega
TikTok and Instagram campaigns are increasingly shifting to micro and nano creators:
While nr of influencers increases (x 4.5 vs 2020) ER is significantly dropping by 29% Nano-influencers - +2.5% ER, 5x vs Macro
The influencer marketing is rapidly increasing (x5 vs 2020), while budget spending increased with 200% vs 2021.
**Trust ≠ Celebrity ≠ Sales** - 69% of consumers trust influencers more than traditional ads. - Relatability, not celebrity status, drives action: micro-communities are more responsive and motivated to act on recommendations
Competitive Landscape
Competitive Landscape
Very limited influencer activity (3 total), with low reach (100K) and modest investment (€40K).
Focused on macro and lifestyle influencers but lacked diversity in passion points or formats.
Ran only basic promo campaigns, with minimal brand storytelling or long-term creator partnerships.
Strategic Investment in Macro Influencers Strong focus on macro influencers (89%) with high estimated reach (7.2M) and significant investment (€400K) to boost visibility.
Content strategy is lifestyle-driven, aiming to integrate Bolt Food into aspirational everyday moments.
Campaigns are consistent and Campaigns are consistent and event-based, using recurring creators to drive engagement around key dates and promotions.
Invested heavily (~€700K) across 33 influencers, focusing on medium and macro profiles for broad but balanced reach (~9M).
Content blends Lifestyle (48%) and Food (45%), positioning Wolt as both a practical and enjoyable everyday choice.
Rolled out branded campaigns like Mai bine Wolt and Skip the Line, backed by a diverse influencer mix and promo-driven activations.
*It is important to mention that these numbers reflect both the previous campaigns Tazz had, as well as Wolt’s first campaigns on the market.
Our approach
.from fame to
CURATION & COMMUNITY
Endorsement-fatique call for authentic relations:
micro-influencers rising.
From fame to fit. From reach to relevance.
People follow influencers for what they say, not for how many followers they have.
That’s why we mix:
Macro & Mega Influencers
Fuel conversation at scale (YouTube / IG / TikTok)
Bring depth, opinion, and cultural relevance
Why: Still critical for visibility, especially on Instagram & YouTube.
Micro & Nano Influencers
Engage locally across key cities (BUC, CLJ, TIM, IAS, BRV, ORD & CTA)
Drive community-based storytelling, rituals, and UGC
Why: Their engagement rate is 5 times higher than macro; perfect for community building and niche targeting.
.the shift of
TRUST & PREFERENCE
85% of users trust influencers.
77% prefer content created by influencers vs scripted advertising.
From scripted ads to creator-led storytelling with personal POV
(not just product placement).
That’s why we mix:
Long-form (YouTube, Twitch) – creator talks, interviews, live formats
For: emotional depth & brand storytelling
Short-form videos (TikTok, Reels, Shorts)
sketch, trending content, challenges, snackable, relatable, native to Gen Z
For: Humour, trends, lifestyle hacks, and “raw” authentic content.
Interactive formats
duet/stitch challenges
For: engagement and community UGC
Our local voices
ROLE - Micro armies are local creators who make our campaign feel real and relevant in BUC, CLJ, TIM, IAS, BRV, CTA, and ORD.
They amplify key messages, activate local rituals, and speak the community’s digital language. We will have aprox 4-5 influencers/city, meaning a total of 30-35 influencers.
WHAT THEY DO - They create content with local POVs, spark city-specific rituals using TikTok trends, using local tags, and generating localized hashtags.
BRANDED CONTENT PRINCIPALS
Branded content rollout
Glovo-owned content inspired by creator formats — snackable, branded pieces that mirror the campaign voice.
Influencer-powered formats
Repurposed influencer content with branded end-cards (e.g. route 1, “Lazy in Quotes” taglines), used across social, display, and video.
In-app & CRM touchpoints
Push notifications adapted to Lazy moods/ seasonal special
In-app banners featuring
Lazy Box/ Sarmale Showdown/ The Great Zacuscă
PR Stunts & Sponsorships:
PR Stunts & Sponsorships:
Sharing the Load, Sharing the Stage
Sharing the Load, Sharing the Stage
Glovo doesn’t just deliver products, it delivers opportunities.
Our influencer activations and PR stunts are built around a core truth of Glovo’s business model:
we are not the sole stars of the show, we co-star with the restaurants, brands, and retailers that make us relevant.
Cost Efficiency, Brand Synergy
Thanks to our platform model, Glovo can co-create high-impact moments with strategic partners from premium restaurants to local FMCG heroes.
This enables us to share production, logistics, and media costs, while doubling the brand equity exposure.
Restaurants gain visibility and cultural cachet, not just traffic.
Retail partners get a storytelling platform not just a sales tool.
Glovo becomes the connective tissue between them and the audience.
Consumer Benefit: The Offer Feels Bigger Than a Discount
Co-branded influencer activations and sponsorships allow us to move beyond basic promo codes into conceptual value:
A limited-edition Glovo menu created by their favorite chef that they can find at their favourite store.
A festival-style moment at home, co-signed by a snack brand and a micro-influencer.
A full outfit and comfort food kit as part of a “Dressed Down Dining Up” capsule.
This isn’t just shared comms. It’s a shared story where the audience gets a better experience.
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