Marketing: New Product Launch

I recently had the opportunity to work on a campaign to launch a new product from Urban Accents, a line of plant-based meatless mixes intended to be incorporated into weekly dinner routines. These products were unlike any others that were on the market at the time and we wanted to create a comprehensive marketing and content campaign to help build awareness and understanding of this new product. As a Digital Marketing and Content Specialist, I was responsible for creating a campaign that would effectively communicate the unique benefits of this product and encourage consumers to try it. The campaign included a mix of tactics such as social media ads, email marketing, influencer partnerships, YouTube videos, alternative recipes and infographics. The goal was to educate the target audience about the product's benefits and how it can easily fit into their daily meals. The campaign was successful in building awareness and interest in the product, resulting in these 3 products being in our top 10 best selling items for the year (out of over 100 different long-standing products) and positive feedback from customers. It was a great opportunity for me to showcase my ability to develop and execute a comprehensive marketing campaign from start to finish. 

The objective of this campaign is to reach a broad audience of current and new customers to spark interest and inform them about the unique benefits of the new plant-based meatless product and its use in their daily meals. The goal is to position the product as an innovative and convenient option in the meatless meat space.

Responsibilities

Web Design & Landing Page Creation

It's important to have a website landing page that features the products with more focus than a standard product page, as it provides an opportunity to effectively showcase the product and educate the audience about its benefits. This landing page serves as the destination for all the ads and helps in effectively collecting traffic information, which can be used to run retargeting ads that help boost e-commerce sales.

Digital Ads

For this campaign I created a variety of video ads to run across social media platforms and google ads, one of these ads utilized outtakes from our recipe videos of our chef’s genuine reaction to trying these products. This ad was incredibly successful and was our top-performing Facebook ad with an average of a 24% conversion rate. The second video featured here was an ad I quickly assembled to support our B2B business with QVC. During the broadcast I screen recorded the entire segment than quickly cut and developed this ad to run by the end of that day and targeted QVC buyers to purchase via their website. These products sold so well that we were invited back on to QVC for a second run of our Plant Based mixes. 

Recipe Youtube Videos

In today's digital age, businesses are finding new ways to connect their physical products with the online world. One way to do this is by creating videos that explain and showcase a product's features and benefits that can be accessed via QR codes printed on the product packaging. This allows customers to easily access the videos and get a better understanding of the product before making a purchase, making it a convenient and engaging way for them to learn about the product. Additionally, this approach not only enhances the customer's shopping experience but also can increase the chance of customer satisfaction, repeat purchase and positive word-of-mouth. This strategy allows businesses to bridge the gap between the physical and digital worlds, offering customers an enhanced shopping experience.

Social Media Highlights

Creating engaging and variable content for a variety of channels is essential for building a strong and consistent brand identity. An effective approach is to use a combination of different types of content such as graphic social posts, animations, PR features and user-generated content. This approach allows brands to appeal to a wider audience and increase reach and engagement.