Let’s Have A Pizza Party?
Objective: To drive awareness towards pizzerias that can expand their customer base beyond their local area, increase their revenue, and build their brand recognition. Overall, the objective is to provide a convenient, satisfying and unique experience to the customer.
My Role: Social Media Specialist: Responsible for development, execution, social media strategy, and management.
Cross-functional Partners: Communications, Creative & Legal/Licensing.
Solution: I worked closely with the communication/ marketing team from each brand in addition to our in house creative team to develop a social driven campaign that focused on what made each brand unique. Whether it be the owners backstory, a location or an odd ingredient in a dish that the merchant specializes in, our goal was to focused on how to shift the original GBTV mobile videos to a viral phenomenon in order to drive up engagement on both paid and organic social channels.
Developing a strategy: Reaching out to merchants, I identified and developed a partnership strategy. This included collaborating on joint social media campaigns to bring exposure to their businesses using pre-existing footage developed for Goldbelly’s Youtube channel in the previous years.
Create promotional content: We collaborated with the merchants to create promotional content that showcases the recipes and back story to their meal kit and/ or business. This content was primarily targeting consumers on Instagram and TikTok.
Launch the campaign: I launched the campaign by sharing our promotional content across our brand's social media channels. I encouraged merchants, chefs and influencers involved to share the content with their followers, using branded hashtags, CTA links to our online shop and mentions to increase visibility.
Measure results: I tracked the success of the campaign by monitoring engagement rates, website traffic, and sales data. I used this data to refine our strategy and optimize future campaigns.
Overall, this marketing campaign solution leverages the power of both our merchants and influencer marketing in order to showcase the value of Goldbelly’s relationship with their brands in addition to the consumer experience.
