Blue Apron Social Media Campaign

1. Blue Apron Dynamec Media Be Green Be Blue Diana, Eileen, Michelle, Christina, Yasemin

2. Backgroun d Goal & Objective Social Media Audit Competitor Analysis Researc h Audience Strategie s PR Timeline SWOT Dynamec Media

4. Background Dynamec Media Subscription-based Dinner-Kit Service Delivers All Necessary Ingredients to Make Meal Largest player in its industry Biggest subscriber market is New York City Competitors include Plated & HelloFresh Online Store: Cooking Gear & Cookbook Delivers 1 million meals/month

5. Dynamec Media BIG Idea Focus on NYC : A city that is eco- sensitive and health conscious Eco-Friendly Packaging Material & Packaging Recycling Instruction Green Idea : Differentiation Commitment to reducing Waste Packaging

7. Social Media Audit Dynamec Media ❖ Lacks of tactics to interact with fans ❖ Responds to fans’ questions and complaints about the service, but hardly does it directly contact with fans ❖ 60% males & 40% females of 21.5K followers, most of whom live in NYC ❖ Not establish highly-engaged interaction agenda ❖ Positions to be a professional who keeps cooking time-saving ❖ Over packaging and wasteful boxes raise negative video reactions

8. Social Media Audit Dynamec Media ❖ 74% female, half of whom feel positive about the brand & all males feel neutral ❖ Young mothers aged 28-40 as major group of influencers used to share BA info ❖ 75% of NYC customers hold positive evaluation, 13% hold neutral & 13% have negative evaluation ❖ Users have positively identified BA as timesaving meal kit deliver with fresh ingredients and diverse recipes

9. Social Media Audit Dynamec Media ❖ Higher engagement in Boston and Bridgeport than in New York City ❖ Higher engagement with more posts on Sunday ❖ 48 food photo boards to interact with people who love cooking ❖ Low engagement ❖ Reposts blog photos and videos to drive traffic on the webpage and the blog ❖ Failed to create buzz and stimulate the community to proactively share and discuss the products ❖ A good reputation about the overall service ❖ Leave reviewers who made the complaint to customer service ❖ Does nothing to deal with customers’ complaints

11. Competitor Analysis Dynamec Media

12. Comparison Chart Dynamec Media ● Has a page dedicated to recycling with a heading of “Go Green with HelloFresh!” stating its commitment to preserving the earth ● Offers clear recycling instructions ● Encourages customers to return their food pillows by mailing them to its recycling center in order to be re-used ● Partners with Recyclebank by returning boxes to Recyclebank ● References recyclable packaging on the web. ● Difficult to locate to get sufficient instructions ● Individually answers user’s recycling question on Twitter ● Not deem recycling as a serious issue or concern

14. Goal & Objective Dynamec Media ★ Blue Apron = green company = recycles/eco- friendly ○ Improve level of engagement to increase followers by 20% on: ■ Twitter ■ YouTube ■ Pinterest

16. Research Dynamec Media Trending Keywords ● Food - Live - Love - Lover - Mom - Cooking - Recipes - Life - Healthy Trending hashtags ● #recipes, #food, #foodies, #recipes, #foodporn, #cooking, #foodie, #yum

18. SWOT Dynamec Media Strength s Weaknesse s Opportunitie s Threat s Industry Leader More Followers Than Competitors Overall Positive Sentiment to the Brand Lack of Engagement in All Owned Media Generic/poor responses to comments Lack of Unity in Language Overwhelmingly Neutral Sentiment Competitors Aren’t Engaging Effectively Competitors Attention to Packaging Dominate the Social Media Platforms Over-packaging & Unclear Recycle Guide Lack Brand Advocates Industry Issues Attributed to Blue Apron

20. Audience Dynamec Media ● Green people ● Beginner cooks and expert chefs ● Young Professional Couples and Young Families of Four ● Older couples, whose kids have grown up and left the house

21. Dynamec Media phics Audience Young professional couples and Young Families of Four Beginner Cooks and Expert Chefs Older couples Age: Adults: 21-50 years old Children: below age of 15 Personality: ● hectic schedules ● decent incomes ● busy to go grocery shopping ● maintaining a healthy and green lifestyle Age: over 50 years old whose kids have grown up as adults Personality: ● making smart food choices ● maintaining healthy eating behaviors and a green lifestyle ● idea of no-waste cooking Include many single adults Busy Schedule Enjoy Cooking

22. Dynamec MediaParticipat ion Audience Major Concerns Perception abt. GREEN ● build a community focusing on family-centered activities ● build two-way communication on social media platforms Developing BA as a good-for-families by: ● launching family-centered activities Target audiences address three aspects on the issue of green: 1. concern about excessive packaging and wasteful boxes 2. reuse boxes, plastic containers and freezer packs 3. complain about rotten ingredients ⬇ BA establish the leadership in the industry to educate customers the necessaries of individual packaging and methods of recycling bags and boxes.

23. Dynamec MediaBenefits of Interaction Audience Influencer s ● Share their voice and words about BA ● Build BA as a brand of raising concept of green in the industry ● Advocate the brand with families, friends and communities on social media ● Yelp ● influential blogger Courtney ● Celebrities @realtonyrocha @bigalpeoplespal @daniellejonas

25. Strategies Dynamec Media

26. Strategies Dynamec Media Channel Strategy & Engagement

27. Strategies Dynamec Media change color Channel Strategy & Engagement Channel Strategy & Engagement

28. Strategies Dynamec Media change color Channel Strategy & Engagement Channel Strategy & Engagement

29. Strategies Dynamec Media Be Green Be Blue Microsite and 2 different Contests Create Content & Engage with Our People with Tutorials & Tips on How to Recycle in NYC Partner with the NYC Department of Sanitation Helping Us in the Quest of Educating New Yorkers in a Fun & Simple Way Channel Strategy & Engagement Channel Strategy & Engagement

30. Strategies Dynamec Media Channel Content #1, Recycled Arts Contest PROCESS ● Launch it on Pinterest and Instagram as an initiative of the campaign ● Invite followers to create artworks of recyclable packages ● Contestants can upload pictures of recycled art pieces on Pinterest and Instagram ● Showcase 10 selected artworks on our Microsite ● Contestants participate in polls on their favorite artworks and share their choice ● Winner gets a month of Blue Apron along with a set of cookware and bakeware. MESSAGE Hashtag: #BArecycleart & #BAbegreenbeblue

31. Strategies Dynamec Media Channel Channel, Recycled Arts Contest Create a board to repin photos to collectives showcase contestants’ works ● present contestants’ art pieces ● followers are expected to upload and pin their creative art pieces ● measure through the numbers of pins/repins on the Recycle Arts Contest board Followers upload or repost their art pieces ideas ● followers upload pictures ● they can also upload 15 second videos with the hashtags ● followers are expected to express themselves through artworks, and have fun with Blue Apron recycle packages ● drive followers into potential customers by sending free recipes

32. Strategies Dynamec Media Channel Content #2, Recycle Blogger Contest PROCESS ● Invite 10 Mommy, Green and Foodie bloggers to participate in the contest ● Give bloggers a free one month subscription ● In the end, upload the 10 videos on Facebook, Youtube and Microsite and ask people to vote for them. ● The NYC Department of Sanitation will have a winner of their own. ● Give 2 prizes that include Blue Apron’s new line of exclusive cookware and bakeware and a month free subscription plan. MESSAGE Hashtag: #BAbegreenbeblue #NYCrecycle

33. Strategies Dynamec Media Channel Channel, Recycle Blogger Contest The contest will be advertised with an exclusive event page in FACEBOOK ● use hashtags #BAbegreenbeblue and #NYCrecycle ● followers to comment on the ideas and give the participants more ideas of what they could do Moving all of content constantly and driving traffic to the Microsite ● posting content of the contest to keep people on track of the type of ideas we are looking for Videos of the recycling ideas will be uploaded ● Every video will be uploaded ● Bloggers followers are expected to like and comment on the ideas ● Measuring the amount of likes and comments

34. Strategies Dynamec Media t ★ Survey at the beginning & end of the campaign ★ Verify & Specify the awareness level of “Be Green, Be Blue”

35. Strategies Dynamec Media Monitoring ★ Use Hootsuite to monitor constantly our social media platforms ★ Use Sysomos to measure keywords, wordcloud, audience profile, sentiment and influencers on all platforms. ★ SimplyMeasured, will be used to analyze engagement on owned media.

37. Dynamec Media Be Green Be Blue - Mid February (After Valentines) until April Phase Dates Item Preparation Phase Jan. 19 - Feb. 18 Logistics preparation Partnership securement (Delivery service supplier and NYC Dep. of Sanitation) Survey #1 Phase 1 Feb. 19 - Feb. 27 Beginning of Recycle Initiative Launch with microsite launch and Blue Apron will become green for this campaign. Phase 2 Feb. 28 - Mar. 28 1. Art Recycling Contest on Instagram and Pinterest 2. Recycling Contest that collaborates with NYC Recycles announce their commitment to being green, and educates and encourages NY to care about recycling. Mar. 28 - Apr. 11 Blogger Contest Votations will be open Phase 3 Apr. 11 - Apr. 18 Best content will be post on our owned media Survey #2 End of Recycling Campaign; Blue Apron’s owned media will go back to it’s original blue color, and the Microblog will become a permanent section of the Webpage PR Timeline

38. Blue ApronDiana Yasemin N A Michelle Eileen Christina Media Thank You! Be Green, Be Blue

Blue Apron Social Media Campaign

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Blue Apron Social Media Campaign

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