Purple Carrot
Based on research and strategy the goal for these campaigns aims to increase Purple Carrot’s market share value. Through market research, audience analysis and brand development a strategy is formed and content is launched on Facebook, YouTube, Instagram, Spotify and Pinterest. The two campaigns “Planting Seeds For Change” and “Pasture to Palate” target those who are looking for plant-based convenience and education on plant-based eating.
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Pasture To Palate Campaign
Instagram Story Paid Ads to target those who are searching for plant-based recipes and meal kits.
Spotify Ad promoting Purple Carrot’s key message in the Pasture to Palate campaign, includes a coupon code for new customers to get a discount on their first box.
Chef-Tasting Digital Poster Announcement on Instagram & Facebook to spread awareness for chef-tasting cooking demonstration pop-ups around the U.S. promoting the event.
Planting Seeds For Change Campaign
Out of Home Ads at Bus Shelter to push brand awareness while driving conversion with a strong motivational message.
Fitness Infographic Flyer handed out at the pop-up fitness event for those to take home with holistic workout routines to support personal goals, including how to utilize Purple Carrot in 30-day challenge.
Instagram Reel Pop-Up Event Teaser to promote the launch of a pop-up fitness workout class (both in-person and virtual) in collaboration with plant-based fitness influencer Natalie Matthews.
Instagram Carousel Fitness Routine post showcasing the pop-up event activities for those unable to attend the pop-up event and encourage UGC with #PlantingSeedsForChange for participants to share their progress.
SMS Messaging System For Instagram to showcase new SMS messaging system that sends participants motivational messages, workout tips and occasional coupon codes for Purple Carrot boxes to keep them energized and motivated.
Facebook & Pinterest Post For Merch Line to generate sales while advertising Purple Carrot’s brand and mission, elevating the brand and promoting the campaign message.
Facebook Groups to create a sense of support and community where participants can connect and motivate each other. Purple Carrot can send plant-based facts and product promotions directly to target consumers.
Instagram Carousel For Merch Line to generate sales while advertising Purple Carrot’s brand and mission, elevating the brand and promoting the campaign message.
YouTube Ad of Chef-Tasting Event to feature the simplicity of cooking a Purple Carrot meal while showcasing the cooking demonstration performed at the pop-up chef-tasting event.
Scannable QR code tags included in every Purple Carrot Box, when scanned, leads to the Purple Carrot blog where the customer can see pictures of what farms their food was grown on and learn more about the local farmers, connecting the customer to their food and leaving them informed.
Blog to showcase where Purple Carrot’s ingredients are sourced from while promoting a local American farm supplier weekly.
Instagram Giveaway Carousel to start increasing conversion while encouraging users to create UGC by canceling their old meal-kit subscription box using #PlantItForward for a chance to be selected to win a one-week free trial of Purple Carrot.
Out of Home Ads on Billboard to push brand awareness while driving conversion with a strong motivational message.
Team & Roles
Tyler Eikenberg: Social Strategist, Art Director, Content Curator, Copywriter, Video Editor
Sarah Paulus: Photographer, Videographer
Amber Reis: Model, Voice Actor
Daniel Doan: Sound Designer
Gabi Guzman: Illustrator