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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
Dyname...
Backgroun
d
Goal &
Objective
Social Media
Audit
Competitor
Analysis
Researc
h Audience
Strategie
s
PR
Timeline
SWOT
Dyname...
Background
Dynamec Media
Subscription-based Dinner-Kit Service
Delivers All Necessary Ingredients to Make Meal
Largest pla...
Dynamec Media
BIG
Idea
Focus on NYC :
A city that is eco-
sensitive and
health conscious
Eco-Friendly
Packaging Material
&...
Backgroun
d
Goal &
Objective
Social Media
Audit
Competitor
Analysis
Researc
h Audience
Strategie
s
PR
Timeline
SWOT
Dyname...
Social Media Audit
Dynamec Media
❖ Lacks of tactics to interact with fans
❖ Responds to fans’ questions and complaints abo...
Social Media Audit
Dynamec Media
❖ 74% female, half of whom feel positive about the brand &
all males feel neutral
❖ Young...
Social Media Audit
Dynamec Media
❖ Higher engagement in Boston and Bridgeport than in New York City
❖ Higher engagement wi...
Backgroun
d
Goal &
Objective
Social Media
Audit
Competitor
Analysis
Researc
h Audience
Strategie
s
PR
Timeline
SWOT
Dyname...
Competitor Analysis
Dynamec Media
Comparison
Chart
Dynamec Media
● Has a page dedicated to recycling with a heading
of “Go Green with HelloFresh!” stating i...
Backgroun
d
Goal &
Objective
Social Media
Audit
Competitor
Analysis
Researc
h Audience
Strategie
s
PR
Timeline
SWOT
Dyname...
Goal & Objective
Dynamec Media
★ Blue Apron = green company = recycles/eco-
friendly
○ Improve level of engagement to incr...
Backgroun
d
Goal &
Objective
Social Media
Audit
Competitor
Analysis
Researc
h Audience
Strategie
s
PR
Timeline
SWOT
Dyname...
Research
Dynamec Media
Trending Keywords
● Food - Live - Love - Lover - Mom -
Cooking - Recipes - Life - Healthy
Trending ...
Backgroun
d
Goal &
Objective
Social Media
Audit
Competitor
Analysis
Researc
h Audience
Strategie
s
PR
Timeline
SWOT
Dyname...
SWOT
Dynamec Media
Strength
s
Weaknesse
s
Opportunitie
s
Threat
s
Industry Leader
More Followers Than Competitors
Overall ...
Backgroun
d
Goal &
Objective
Social Media
Audit
Competitor
Analysis
Researc
h Audience
Strategie
s
PR
Timeline
SWOT
Dyname...
Audience
Dynamec Media
● Green people
● Beginner cooks and expert chefs
● Young Professional Couples and Young Families of...
Dynamec Media
phics
Audience
Young professional couples
and Young Families of Four
Beginner Cooks and
Expert Chefs
Older c...
Dynamec MediaParticipat
ion Audience
Major
Concerns
Perception abt.
GREEN
● build a community focusing on
family-centered ...
Dynamec MediaBenefits of
Interaction Audience
Influencer
s
● Share their voice and words
about BA
● Build BA as a brand of...
Backgroun
d
Goal &
Objective
Social Media
Audit
Competitor
Analysis
Researc
h Audience
Strategie
s
PR
Timeline
SWOT
Dyname...
Strategies
Dynamec Media
Strategies
Dynamec Media
Channel Strategy &
Engagement
Strategies
Dynamec Media
change color
Channel Strategy &
Engagement
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
...
Strategies
Dynamec Media
Channel Content #1,
Recycled Arts Contest
PROCESS
● Launch it on Pinterest and Instagram as an in...
Strategies
Dynamec Media
Channel Channel,
Recycled Arts Contest
Create a board to repin photos to collectives showcase
con...
Strategies
Dynamec Media
Channel
Content #2,
Recycle Blogger
Contest
PROCESS
● Invite 10 Mommy, Green and Foodie bloggers ...
Strategies
Dynamec Media
Channel
Channel,
Recycle Blogger
Contest
The contest will be advertised with an exclusive event p...
Strategies
Dynamec Media
t
★ Survey at the beginning & end of the campaign
★ Verify & Specify the awareness level of “Be G...
Strategies
Dynamec Media
Monitoring
★ Use Hootsuite to monitor constantly our social
media platforms
★ Use Sysomos to meas...
Backgroun
d
Goal &
Objective
Social Media
Audit
Competitor
Analysis
Researc
h Audience
Strategie
s
PR
Timeline
SWOT
Dyname...
Dynamec Media
Be Green Be Blue - Mid February (After Valentines) until April
Phase Dates Item
Preparation
Phase
Jan. 19 - ...
Blue ApronDiana
Yasemin
N
A
Michelle
Eileen
Christina
Media
Thank
You!
Be Green, Be
Blue
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Blue Apron Social Media Campaign

  1. 1. Blue Apron Dynamec Media Be Green Be Blue Diana, Eileen, Michelle, Christina, Yasemin
  2. 2. Backgroun d Goal & Objective Social Media Audit Competitor Analysis Researc h Audience Strategie s PR Timeline SWOT Dynamec Media
  3. 3. Backgroun d Goal & Objective Social Media Audit Competitor Analysis Researc h Audience Strategie s PR Timeline SWOT Dynamec Media
  4. 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. 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
  6. 6. Backgroun d Goal & Objective Social Media Audit Competitor Analysis Researc h Audience Strategie s PR Timeline SWOT Dynamec Media
  7. 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. 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. 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
  10. 10. Backgroun d Goal & Objective Social Media Audit Competitor Analysis Researc h Audience Strategie s PR Timeline SWOT Dynamec Media
  11. 11. Competitor Analysis Dynamec Media
  12. 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
  13. 13. Backgroun d Goal & Objective Social Media Audit Competitor Analysis Researc h Audience Strategie s PR Timeline SWOT Dynamec Media
  14. 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
  15. 15. Backgroun d Goal & Objective Social Media Audit Competitor Analysis Researc h Audience Strategie s PR Timeline SWOT Dynamec Media
  16. 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
  17. 17. Backgroun d Goal & Objective Social Media Audit Competitor Analysis Researc h Audience Strategie s PR Timeline SWOT Dynamec Media
  18. 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
  19. 19. Backgroun d Goal & Objective Social Media Audit Competitor Analysis Researc h Audience Strategie s PR Timeline SWOT Dynamec Media
  20. 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. 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. 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. 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
  24. 24. Backgroun d Goal & Objective Social Media Audit Competitor Analysis Researc h Audience Strategie s PR Timeline SWOT Dynamec Media
  25. 25. Strategies Dynamec Media
  26. 26. Strategies Dynamec Media Channel Strategy & Engagement
  27. 27. Strategies Dynamec Media change color Channel Strategy & Engagement Channel Strategy & Engagement
  28. 28. Strategies Dynamec Media change color Channel Strategy & Engagement Channel Strategy & Engagement
  29. 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. 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. 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. 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. 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. 34. Strategies Dynamec Media t ★ Survey at the beginning & end of the campaign ★ Verify & Specify the awareness level of “Be Green, Be Blue”
  35. 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.
  36. 36. Backgroun d Goal & Objective Social Media Audit Competitor Analysis Researc h Audience Strategie s PR Timeline SWOT Dynamec Media
  37. 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. 38. Blue ApronDiana Yasemin N A Michelle Eileen Christina Media Thank You! Be Green, Be Blue
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    May. 5, 2017

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