12/19/2023 0 Comments Try storyo![]() ![]() Klich: This past Christmas, you also hosted a temporary holiday pop-up. We made 50,000 of these packages for the holidays and sold out. We worked with Michelin-rated chefs to choose products, giving you a taste of holidays around the world, from Taiwan’s Lunar New Year pineapple cake to truffle sauce from Italy. Vorotova: We’ve wanted to partner with Michelin Guide for a long time and when the holidays came we knew this was the right time to create a co-branded package. Klich: Give me an example of how a creative partnership played out. We also have partnerships with brands like Conde Nast, Michelin Guide and small media companies where we tap into their audience and they tap within ours. Then we post those videos to all our web and social channels. Chef Bart Vandaele was on Bravo’s Top Chef but is also known for popularizing Belgian food in the U.S. Chef Didier Elena isn’t just a Michelin chef but also the founder of the Chef’s Club in New York, where he educates cooks about the world of French cuisine. ![]() For March, our customers had a choice between the Belgium box or the France box. With all chefs, we create videos where they discuss the delicacies in the box, the food manufacturers behind them, and recipes. We can ask the audience directly about what they liked about this box and more feedback. Vorotova: This year, we’re focusing on more video and Facebook live to discuss products and the cultures of countries featured in our subscription boxes. Klich: How are you building upon this social media strategy? We trust this algorithm to serve as our Facebook ad manager that tests hundreds of images and copy that we broadcast to audiences, then we optimize the best-performers. Klich: Does this algorithm perform a/b testing for each post? What’s cool is that our team developed an in-house algorithm. ![]() We run social media marketing in-house, led by our CMO Vincent Bourzeix who teaches digital marketing at General Assembly, a tech skills academy in NYC. We have visual products so images and video do better on these platforms than Linkedin or Twitter, which are more about words. We used Facebook, Pinterest and Instagram. We focused on marketing to millennials via social media. Vorotova: It was the first full year we concentrated on our startup full-time, after completing graduate school. Klich: What was the main driver of growth for your startup in 2016? ![]()
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