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Was given Blue Apron as a client in class. Blue Apron has struggled to retain subscription based customers as the grocery and food service industry has started offering meal kits and become a large competitor to them. With subscription being the core of their business, Blue Apron asked us to solve their problem and retain customers while also targeting a diverse audience to help expand their business.
This is how it went
1. I dove into research to find a diverse audience
"Millennial Hispanics are significantly more worried about climate change and the environment than other groups and want to take action" (Jain, 2017).
2. Then there needed to be a problem the campaign would solve
"The packaging and shipment of meal kit delivery services have kept customers from purchasing because of the environmental concern, but consumers don't consider the improvement of food waste from these services" (Smith, 2019).
3. I complied everything found into a single objective that the campaign would focus on
Convince Millennial Hispanics that Blue Apron is more environmentally conscious by providing fresh ingredients with exact measurements resulting in zero food waste.
We got started
We found our target audience
Blue Apron asked us to target a diverse audience. After research we determined that Millennial Hispanics were going to be our target. This audience is significantly more concerned about climate change and the environment and want to take action. We used this to establish that Blue Apron is more conscious by providing fresh ingredients and exact measurements resulting in little to no food waste. This group of consumers are young, connected digitally and very socially engaged. Since Blue Apron needed to retain subscription customers, this audience is also making above the $50,000 average that Blue Apron states is their customer income. This audience makes more than this and they value spending their money on basic goods, such as food. This audience appreciates using their bilingual language creatively, word of mouth and digital content.
Campaign Big Idea:
Blue Apron is reducing food waste one clean plate at a time.
This campaign will speak to our audience through a casual and personable tone. It will highlight how Hispanic Millennials can do more for the environment they care about. Tailored doodles and bright colors will grab attention while keeping the eco benefit at the forefront of the campaign while urging them to Enjoy More, Waste Less with Blue Apron.
How it all came together
We used a magazine advertisement to make everything come together. Here we can visibly see the environmental focus on the campaign, the use of bilingual creativity, and we used our body copy to explain the benefits that will speak to our audience.
We created a Snapchat game as a fun way to engage with this audience in a digital way. This Snap game will increase brand awareness and urge users to 'swipe up' which our team can use to track data. The visual of the game will draw in any consumers who care about the environment and living a healthy lifestyle.
We created social advertisements that can be adjusted for all mediums. It connects all visuals and can be hyper targeted to our specific audience.
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