Blue Apron Social Media Campaign

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

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

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

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

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

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

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

Competitor Analysis
Dynamec Media

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

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

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

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

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

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

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.

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

Strategies
Dynamec Media
Channel Strategy &
Engagement

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

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

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

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

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

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

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

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.

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

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

Blue Apron Social Media Campaign

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