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In Summary
To achieve the goal of raising awareness of, and ultimately conversion to, the My Choice food bag, a content marketing campaign is proposed that will run from 1 September through to 30 November
The first main objective of the campaign is to increase Facebook follower numbers by 11% to 170,000 and we intend to do this through a video storytelling campaign on social media during September and October.
Based on our analysis of existing My Food Bag, HelloFresh and Woop customers, a buyer persona - Rachel Jones - has been created. Rachel encompasses many of the demographic and psychographic traits of someone who would be a My Choice customer so the My Choice meal bag will be the product to solve the pain points she is experiencing. Rachel will therefore be the person we have in mind when developing the campaign.
Because we want to serve content to Rachel where she is most active, Facebook will be the platform for this campaign. Rachel is not exactly in the largest demographic for this platform, which has been identified as males aged 25-34 (Omnicore, 2021), but she is more active on this platform than Instagram and YouTube which were the other platforms that were evaluated. Other social media platforms such as TikTok, Twitter and LinkedIn were ruled out due to their more specific targeting to youth, business/news, and business networking respectively.
As Rachel moves through the buyer journey from prospect, to lead, to customer, different types of content in different formats, will be used to target our message to her through the Facebook platform. Some of this content has already been created and can be shared from Pinterest and BuzzFeed. These two sources of curated content have been analysed here.
Ultimately we want to match Rachel with our My Choice meal bag by connecting with her where she spends her time online, and encouraging her to engage with us so we can lead her through the information gathering and evaluation stage to a point where she chooses My Food Bag.
References
Omnicore Agency. (2021, July 8). https://www.omnicoreagency.com/category/statistics/
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