Slyce is a brand in the e-commerce space for groceries that positions itself as a Gourmet Food seller thanks to its collection of premium food items.
Although there was an existent social media presence, the brand tone and visuals were out of place for a brand that wanted to position itself as a Gourmet Food brand. Our job was to revamp its social media feed so that it attracted more followers and eventually more conversions.
Our communication strategy was to change the brand from a very salesy brand that is always trying to sell to a more classier brand where we made the product the hero. The freshness and quality of the ingredients were highlighted rather than just focusing on the price of the items. A minimal yet effective design language was employed with simple and impactful imagery.
Meal kits are one of the signature products offered by Slyce, which is essentially a package of pre-chopped, pre-measured and pre-portioned ingredients. To make the meal, one just has to unbox the package and make the recipe. Although this was promoted on social media, the brand used a different Instagram page for the same. Our first task was to incorporate the meal kits page into the Slyce Instagram page.
Following this, we created different content buckets like informative carousels for exotic produce and recipe recommendations.
The promotion of meal kits have also evolved from static posts to different formats like videos and reels. Media planning was also strategized to increase conversions. Looking at the analytics, we realized our Facebook audience was more interested in the normal everyday produce while the Instagram audience was more inclined to buy exotic and gourmet foods. The media plans were tweaked accordingly.
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