Our client is an online meal-kit company that delivers homemade meals to busy, health-conscious consumers who don’t want to overspend on takeout and food deliveries.

The Challenge

Our client wanted assistance with building a social media presence, as well as a market assessment of the potential demand for their month-to-month subscription meal delivery plans. Although their goal was customer acquisition, they wanted to build a lead list to reduce their overall marketing costs prior to selling direct to consumers.

Insights

Our foundational assessment revealed that our client’s digital strategy needed an overhaul from the ground up. To increase brand awareness and spark consumer interest in our brand, we had to find consumers with a similar profile to our competitors’ core audiences. It was paramount to build an email list in order to maintain low customer acquisition costs given the increased competition in our client’s industry.

Our ideal customer is a young female professional who loves cooking at home, but simply can’t find the time to prioritize the hours spent preparing and post-meal kitchen clean-up.  She prefers healthy meals that she can easily whip up so she can focus on more important obligations such as work and family time.

Developing a foundational assessment of our client’s ideal customer required us to answer one fundamental question: What type of value offer would qualify and incentivize potential customers to opt in? 

To appeal to our core audience, we came up with a free lead magnet packed with 10-minute recipes for healthy & fast meals. Despite saturation in our client’s industry, we saw an opportunity to capitalize on this by split testing a number of different audiences that targeted our competitors’ traffic.

Our messaging spoke to young professionals in a way that was humorous and engaging. We emphasized how food ought to energize us to tackle our day, not rob us of time by meal prepping and cleaning up. The ad copies were centered around fast and convenient, yet healthy meals, which addressed all their pain points.

The response from our audiences was overwhelming. Within a matter of 10 days, we saw a click-through rate of 13% and a conversion rate of 5.7%. Because we produced a high volume of leads from the start, we quickly leveraged that data to build lookalike audiences, which further amplified our conversion rate.

Our Results

Within two months, we captured 289 leads, sparking the interest in nearly 300 people who opted in for our client’s monthly meal subscription service. In a direct-to-consumer scenario, this represents nearly $1 million in annual revenue for our client.