Dinnerbell
The ask
Launch a meal delivery service in the Bay Area, CA that helps busy parents replace the headache of dinnertime with an experience everyone can enjoy
Build and execute a go-to-market plan that moves consumers down the purchase funnel
The approach
Developed a brand rooted in delicious, wholesome meals that pays off on core consumers’ dinnertime needs (convenience, healthiness, achievement, and relief)
Collaborated with notable, local chefs — offering unique LTOs to boost sales
Implemented creative & copy that clearly conveyed the brand promise and supported key messaging pillars
Crafted a full funnel plan with 360 touchpoints to drive awareness, engagement, conversion, and repeat
The campaign
Tapped into various channels/tactics to launch and build the brand: .COM, app, digital (paid + organic), social (paid + organic), streaming audio, PR, influencers, promos, CRM, and field marketing
Produced custom content with collab partners, piquing interest and driving incremental sales
Consistently tracked and analyzed results (i.e. orders, revenue, new customers, repeat rate, marketing spend, CPA, ROAS, etc.) to optimize the overall brand and marketing efforts
The results
Dinnerbell generated 1.1K orders, $82K in revenue, 330 customers, and a 44% repeat rate in 5 months
Optimized Dinnerbell’s marketing initiatives to improve performance, boosting ROAS by 188% and decreasing CPA by 52%
While Dinnerbell was put on pause to focus on other company-wide initiatives, the marketing playbook was a major success for the Nextbite business
