Overview: As a company founded in Minneapolis, Buncha jumped at the opportunity to partner with TC. Farm, a local farm co-op bringing farm-to-table grocery options to people in the greater Twin Cities area.
With TC. Farm having no position dedicated to marketing, I was able to jump in and propose and execute a ‘partner launch’ roll-out plan, as well as ongoing efforts.
This plan included filming and editing video content, in-app awareness, emails, blog posts, promotions, bag stuffers, social media posts, and paid ads.
Knowing that our existing customers had frequent requests for added store options like Trader Joes, Fresh Thyme, etc., I knew TC. Farm would be a welcomed option. That said, I used TC. Farm as a leverage point to drive new users to the Buncha platform prior to launching our partnership.
Buncha users were served an in-app billboard and carousel stating that their delivery area needs 50 more users to unlock the new store, alongside an option to send their referral link. This method encouraged Buncha customers to spread awareness, assist in customer acquisition, and share with people in a close proximity to their house, ultimately aiding in the core of the success of the Buncha model - order aggregation and density.
Upon launching TC. Farm, for the first month, we featured the announcement on an in-app billboard that linked to a carousel.
The bright billboard served as both an attention-getter, hoping to peak interest, and a constant reminder of the option to order from a store that hadn’t previously been in their order routine.
The carousel provided a brief overview of what customers could expect from TC. Farm and when they could experience their first delivery.
Additional information on the partnership and TC. Farm as a whole was provided via email.
Buncha heavily featured TC. Farm throughout emails in the first few months post-launch and continued to do so consistently via sale and promo highlights.
We also created an HTML email for TC. Farm to send out to their 10K+ email subscribers. This email served as an introduction to Buncha, how the service works, and encouraged existing TC. Farm customers to shift their orders from direct to through Buncha, in an effort to combat staffing and delivery window constraints. Partnering with Buncha opened up significantly more delivery options for TC. Farm customers, ultimately leading to less roadblocks for ordering and an increase in customers and frequency.
For added context on TC. Farm, their model, and what they have to offer, we wrote up a blog post that was used in emails, social, and web.
To reach customers that may be interested in the offering but aren’t familiar with Buncha or TC. Farm, we tapped into targeted paid ads. I used UGC style to garner attention and engage the respective audience, as well as static ads which served as consistent reminders and brand recall.