In the post-COVID era, hyperlocal direct-to-consumer e-commerce is taking over aspects of our daily shopping needs. In fact, in two years’ time, one in four British people sees themselves buying most of their groceries online.
In this increasingly competitive space, the newest entrant and our partner "WeDeliver" wanted to position itself as a user-friendly easy option that customers can use to get just about anything delivered to their doorstep. From ordering groceries and niche ethnic supplies to sending & returning packages in the same city, one can do it all on the app.
We started by analyzing the digital and offline behaviours of the brand's TG. And we created a platform-specific content marketing strategy with both paid media and organic creative communication that accounted for every stage in the consumer journey - from creating awareness of the services - to differentiating the brand's offerings - to building a strong community of users who would keep coming back for more.
Our goal throughout the launch campaign was to drive both high volume and high-quality app installs on the Google and Apple App Stores.
Much like the mix of essential & lifestyle items available on WeDeliver's app, we mixed both educational and entertaining content to win over consumers while keeping them engaged online. Leveraging popular GIF formats and trending post styles, we maintained an approachable, relaxed and that appealed to Gen-Z consumers.
As the centrepiece of the campaign, we launched a hilarious DVC that reinforced our promise of delivering just about everything ... except for babies! You can watch it here.
To amplify the message offline as well, we designed trendy branded printed merch like cotton bags, delivery bags and delivery jackets.
By tuning all our digital and offline collaterals to be fresh, vibrant and engaging - our strategy worked organically, enabling WeDeliver to cut through the clutter and arrive in style!