Siddharth G.
Campaigns
Slow Down at Salad Days Farm
Salad Days
Problem Statement:
Salad Days grows seasonal fruit – Strawberries, during winter season at their farm. Fall 2022, they moved the farm to Delhi. The brand was at the dawn of new marketing strategy planned around building community and introduce the brand to the customers for what it stands, and not just the product. Hosting events at the farm was a great opportunity to begin building a community for Salad Days.
Strategy:
We curated a recurring event that would be held every weekend starting from last week on November, 2022. We gave the event a name that sticks – Slow Down. The itinerary include – 2 course buffet meal, strawberry picking, farm tour, engaging activities for a cover charge of 1500 INR per person.
Actions:
We were looking to fulfil 3 things – Awareness (Existence) of Slow Down at Salad days Farm, acquiring customers for the event, Booking solution.
Sound Bites, show reels, Testimonials, Content created from the people experience helped in giving enough social proof for turning cold customer to hot customers.
We partnered with a local farm tour associate to bring in people who are not Salad Days customers.
A single page booking was created on Razorpay for seamless booking.
Result:
We had 800+ guests over 23 events during the season using organic and paid channels for acquisition and retention generating net profit of 62.5% after covering setup and day cost.
What worked?
Content driven acquisition. Good product, service and customer experience lead to heartfelt, and genuine storytelling. Also, being quick to identify the target audience during the first few events helped in focusing on right set of customers.
Namma Bengaluru/ Salad Days in Bangalore
Salad Days
Problem Statement:
Salad Days has a prominent place in its hyperlocal region ,i.e., Delhi NCR for last 9 years. For the first time, Salad Days has ventured into cross city operation with its first kitchen outlet in Bengaluru, a new unknown territory. The challenge was to introduce the brand to a new audience with different demographic and behavioural choice than Delhi NCR.
Strategy:
A strategic funnel was set up to onboard and nurture the fresh audience and convert them into customers. A 360 degree execution, online + offline to support the funnel.
Actions:
Top of the Funnel – We reached out to the clusters of creators based out of Bengaluru. Food Bloggers, Active Lifestyle Personalities, Entrepreneurs, and Artists. This gave Salad Days the eyeballs and an initial buzz with just barter and help us gain audience based out of Bengaluru. Second layer of cold acquisition was supported by paid ad campaign with the objective of brand awareness to have maximum reach and impressions with a regional and relatable content on social handle.
Middle of the Funnel – We kept a well narrated social content keep the fresh audience hooked to the page utilising local slangs, user generated content and visual references. Direct purchase from the website link in the bio was the conversion channel to turn them into customers.
Bottom of the Funnel – We created an offline channel bringing people back to our multiple digital channels with an artistically designed QR card that goes with every order. The QR code opens a landing page with 3 links, each with exclusive incentive to make the customer act on each ensuring follow on social handle, contact information capture and an offer on second purchase.
Result:
We gained over 100+ digital mentions within 2 weeks of outreach, over 1500+ new audience on our social handle with acquisition cost being zero to 0.57 INR per user and over 30% recorded 2nd purchase.
What worked?
All round channel execution: active social proof, regional content, post-sale customer delight.
Gifts by Salad Days
Salad Days
Problem Statement:
Salad Days is a cloud kitchen company known for its Gourmet Salads. On festive occasions, it lists gifts packs/ bundles for sale. It gets mixed up with their primary business of salads and healthy meals whenever seasons arrive.
Strategy:
We created a subdivision of GIfting that functions like a gift shop. We created its visual identities and separate handles - social and website from the food ordering
Actions:
A different social channel to connect with the audience with a new identity.
Ran a two level funnel: Awareness + Sale.
Result:
The reimagination of gifts gave it a premium appeal that enabled product bundles to be sold at high ticket price. Ad campaigns gave a ROI between 2-3x.
What worked?
Brand was initially mixing it with a product that is completely different category all together. Creating a subdivision allowed the brand to have a sales strategy dedicated to the category.
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Designed to be seen
Nack
Problem Statement:
Nack is a nutraceutical brand that has introduced beauty and lifestyle supplements in India. Natural Astaxanthin is their hero product. What makes it different from the products already present in the Indian market? It’s Packaging. It’s designed in a manner where consumers will not feel embarrassed having a supplement out in the sight. Also, they will not forget to take it.
Strategy:
A campaign had devices around it - Designed to be seen where we used many iterations and narrations to showcase the message and change the outlook towards consuming supplements, aesthetically.
Actions:
Introduce the narrative with content via. digital channels - Social media, Emailers, and Print Collaterals at the Top of the Funnel. Turn cold audience to warm.
Website Banners, Influencer Outreach at the Middle of the Funnel. Turn Warm audience to hot.
Paid ads to the Bottom of the funnel. Turn hot audience to customers.
Result:
Saw week on week growth in sales by 12% with an average acquisition cost of 45% of the AOV.
What worked?
Story telling combined with marketing strategy deployed in 360 degree on a funnel framework.
#SaladsOnTheGo
Salad Days
Glimpse:
The idea of campaign was to normalise salads as a full meal which can be consumed anytime, anywhere.Focus was on convenient clean packaging which can be carried anywhere and can be consumed any time when you are on the move.
#BerryCupid
Salad Days
Glimpse:
During valentine week, we bundled our strawberry items and curated a campaign with a narrative to surprise your partner with a healthy meal. We created 3 narrative reels and ran a promotional campaign for an exclusive bundle for valentine’s week.
New product line launch ~ Warm Grain Bowls
Salad Days
Glimpse:
A new product category was introduced in the menu. The campaign was backed by grain and curry origins and why it’s an healthy alternative from other carb rich grains.
It was supported with creative visuals and paid ad campaign for awareness.