HelloFresh Credits Meal Kit Success to Social Media Strategy
- by Melissa De Leon
NEW YORK CITY, NY - In the relatively new circuit of our industry that is meal kits, the battle rages on. As one of the top contenders, HelloFresh credits its success to, among other factors, a savvy social media strategy. With that, it enlisted a partner to monitor its brand’s reputation, measure the performance of its marketing initiatives, and analyze customer feedback to improve products and packaging.
“At HelloFresh, data is at the center of everything we do. It was only natural for us to turn to social listening to improve the performance and efficiency of our marketing and communications teams. Talkwalker has allowed us to unlock access to a much larger conversation around our brand than ever before,” Jordan Schultz, Social Media Manager for the rising meal kit giant, said in a press release.
HelloFresh said it wanted to improve its responsiveness and understanding of social media, improving product and, in turn, customer experience.
According to the release, Talkwalker's social listening tool enabled HelloFresh to:
- Track 400% more brand mentions
- Improve recipes, packaging, and delivery routes
- Implement smart real-time alerts
Before enlisting Talkwalker’s tools, HelloFresh had invested countless hours into conducting a manual analysis of its social media activity. The company reported that it could better understand matters like if a customer complaint was localized and explainable by factors like inclement weather on an ingredient.
In the battle for meal kit supremacy, there is still no single winner, but will HelloFresh’s social media strategy make it top dog? AndNowUKnow will keep reporting on this and other strategies.