Recognizing the unique appeal of exotic snacks to a diverse college audience and beyond, the initiative involved creating engaging content for the brand’s Instagram, enhancing their Shopify website, and managing targeted email marketing campaigns.
Initial efforts centered on understanding M&W's Exotic Shnacks' target market, especially the preferences of college students and snack enthusiasts looking for unique and international flavors. The strategy was crafted to highlight the uniqueness of the product offerings, creating a digital experience that reflects the excitement of discovering new snacks. The approach included leveraging visual content on Instagram to spark interest and implementing targeted email marketing to nurture customer relationships and drive online sales.
The design and ideation phase focused on developing a cohesive brand identity that would resonate across the website, social media, and email marketing channels. This included planning engaging and mouth-watering visual content that showcases the exotic snacks in a fun and appealing manner. For the website, the goal was to create an intuitive and visually appealing shopping experience that made finding and purchasing snacks straightforward and enjoyable.
Content creation for Instagram involved producing high-quality videos and images that highlighted the unique snacks available, including unboxing experiences, taste tests, and behind-the-scenes looks at how the snacks are sourced and selected. For the Shopify site, content efforts focused on creating detailed product descriptions, attractive product photography, and informative content about the origins and flavors of the snacks. Email marketing campaigns were designed to engage subscribers with promotions, new arrivals, and snack-related content to encourage repeat visits and purchases.
The content and strategies were initially tested through smaller targeted campaigns to gather data on engagement rates, click-through rates, and conversion rates. Feedback from these tests was used to refine the visual content, website layout, and email marketing messages to better align with customer preferences and behaviors. This iterative process ensured that the final implementations were optimized for maximum impact and sales conversion.
Following the refinement phase, the comprehensive campaign was officially launched, featuring regular updates on Instagram to maintain engagement, ongoing optimization of the Shopify site for user experience and SEO, and scheduled email marketing campaigns to keep customers informed and interested. Post-launch, the focus shifted to analyzing performance metrics to continually refine and adapt the strategy for sustained growth and engagement.
The concerted effort on website enhancement, Instagram content, and email marketing significantly increased M&W's Exotic Shnacks' online visibility, engagement, and sales. The engaging visual content on Instagram attracted a growing following of snack enthusiasts, while the improved Shopify site provided a seamless shopping experience that boosted online sales. Targeted email campaigns helped in retaining customers and encouraging repeat purchases. Overall, the project not only enhanced the brand’s digital footprint but also established M&W's Exotic Shnacks as a go-to destination for exotic snack lovers, particularly among the Rutgers New Brunswick community.
