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Here at IDG Advertising, we’re always excited to see how new brands are utilizing the digital space to grow their company and explore innovative marketing techniques. That’s why each month, we highlight one brand that we think is doing just that and uses digital marketing to the fullest. This month’s Social Spotlight goes to HelloFresh for their social innovation and powerful emphasis on the new world of influencer marketing.
What is HelloFresh?
HelloFresh is a meal-kit delivery company based in Berlin, Germany. It was founded in 2011 and expanded into the US in 2012, where it has quickly become the largest meal-kit provider in the United States. HelloFresh prepares and pre-portions out all of the ingredients needed for a meal and includes them in a subscription box along with a recipe card. It is advertised as the perfect solution for busy moms, clueless students, or anyone looking to make mealtime a little easier.
How did we discover HelloFresh?
Like most people, we discovered HelloFresh by repeatedly hearing about it from our favorite YouTubers and social media influencers. Hundreds of influencers across YouTube and Instagram have partnered with HelloFresh or joined their affiliate program and poured praise upon the subscription service for its convenience and great taste. Whether these recommendations, when paid for, are authentic or not is up for debate – and probably varies between each influencer – but there’s no doubt that the repeated partnerships we’ve seen have gotten our attention and made us familiar with the brand.
How well does HelloFresh know their audience?
HelloFresh knows their audience well, and they display this by targeting influencers that are the same demographic as their average consumer. Influencers that are well known for being moms or especially health-conscious are usually those that are chosen to be sponsored by HelloFresh. These choices help the brand emphasize that they’re ideal for moms that have their hands full and for busy young adults that need an easy way to eat healthily.
What can you take from HelloFresh?
With 33k Twitter followers, 360k Instagram followers, countless YouTube ad placements, and more than $1 billion in annual revenue, HelloFresh has become a force to be reckoned with in just a few years. Their social strategy adapts with the times, which has earned them a loyal following of both influencer and consumers. Here are some tips to help you capture a bit of the HelloFresh magic.
- Know your color psychology. HelloFresh knows that bold, bright colors are scientifically proven to make consumers more hungry and more likely to purchase food. Therefore, they use bold, bright colors in the photography featured across their social channels to draw users in. Research what color stories will work best for your company and your product. Warm tones to excite them or make them hungry? Cool tones to relax them? Bright or desaturated? High or low contrast? All of these choices can have a drastic effect on how and whether consumers engage with your content or buy your product.
- Be playful & appropriate social trends. Hopping on the bandwagon when it comes to memes and Twitter trends can help you connect with your audience and reach beyond your core demographic. Showing your company’s relatable and playful side is also advantageous. Appearing on-trend and witty will impress the young adult consumer and increase the likelihood of earning a buyer. In the modern age, many consumers are not earned in print publications, but online. If you earn a follower, you potentially earn a sale.
- Utilize influencer marketing to the fullest. Although studies are still being conducted in an attempt to determine the exact ROI and effectiveness of influencer marketing, no one can deny that it’s a powerful marketing tool. Items that are promoted by social influencers and celebrities are regularly sold out, with some brands even gaining their popularity solely through online marketing. Brands such as Morphe, FabFitFun, and also Casper mattresses have seen massive growth in popularity as a direct result of influencer marketing. Many brands now forego traditional advertising altogether in favor of online marketing tactics due to influencer marketing’s higher ROI and engagement rates for a much lower price. HelloFresh is one of these brands, with a large percentage of their new subscriptions coming from consumers that use influencers’ affiliate codes. They have worked with social influencers such as Audrina Patridge, Allana Davison, and Brit Allen across YouTube and Instagram in order to gain the attention of young adults. Partnering with influencers that align with your brand’s identity is a great way to tap into the trust that those influencers’ followers have in their recommendations and earn loyal customers for years to come.
You’ve seen #ad across your Instagram feed and YouTube subscription box a million times, and we hardly think anything of it as a consumer. However, as a business, this #ad opportunity holds the potential to exponentially increase your brand awareness, brand value, and annual revenue. Brands that are widely loved and recommended online, such as HelloFresh, have seen skyrocketing sales and become household names entirely thanks to creative social strategy and influencer partnerships. The future is here, and it’s probably a 23-year-old fashion blogger.
Stay tuned every month for another social shoutout. Is there a company you think excels at social content? Let us know, and you may see them featured here next month!
