Goals
Conduct research on social media influencer marketing and deliver a strategic plan, recommending tactics to help an artificial intelligence consumer food app enhance brand awareness, grow users, and increase word-of-mouth.
Results
500,000
500,000
monthly active users
The app surpassed 500,000 monthly active users, driven by continuous user experience improvements, partnerships, new features, and robust marketing including influencer marketing.
130
influencers
In 2022, the creator platform experienced significant growth, expanding from 10 creators in April to more than 130 by December.
94-slide
guide
I provided a 94-slide deck to serve as a reference for a newly hired social media manager on future influencer marketing initiatives to bolster the effectiveness of social and advertising efforts.
Project content
How it was done
Research:
Gained market insights and understood potential personas by conducting internal interviews with restaurant, food, nutrition, and grocery industry experts before working with our design researcher and lead product marketer to define target personas, key user journey moments, and pain points
Gathered diverse perspectives to learn best practices from internal specialists in strategy, social media, and communications as well as external influencer marketing and search engine optimization agencies
