Laying the foundation of a community with a social campaign.

Problem Statement:

Salad Days grows seasonal fruit – Strawberries, during winter season at their farm. Fall 2022, they moved the farm to Delhi. The brand was at the dawn of new marketing strategy planned around building community and introduce the brand to the customers for what it stands, and not just the product. Hosting events at the farm was a great opportunity to begin building a community for Salad Days.

Strategy:

We curated a recurring event that would be held every weekend starting from last week on November, 2022. We gave the event a name that sticks – Slow Down. The itinerary include – 2 course buffet meal, strawberry picking, farm tour, engaging activities for a cover charge.

Actions:

We were looking to fulfil 3 things – Awareness (Existence) of Slow Down at Salad days Farm, acquiring customers for the event, Booking solution.

Sound Bites, show reels, Testimonials, Content created from the people experience helped in giving enough social proof for turning cold customer to hot customers.

We partnered with a local farm tour associate to bring in people who are not Salad Days customers. A single page booking was created on Razorpay for seamless booking.

Result:

We had 800+ guests over 23 events during the season using organic and paid channels for acquisition and retention generating net profit of 62.5% after covering setup and day cost.

What worked?

Content driven acquisition. Good product, service and customer experience lead to heartfelt, and genuine storytelling. Also, being quick to identify the target audience during the first few events helped in focusing on right set of customers.