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Noom x HelloFresh Campaign
Combining market research, UI/UX design, and advertising to create a cohesive campaign that aims to drive customer engagement and conversion.
Research
Since this collaboration involves two brands, conducting a SWOT analysis and understanding each brand's purpose is essential.
I also performed secondary research on culture, consumer behavior, and the mutual value between Noom and HelloFresh, identifying shared values that serve as a strategic starting point.
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Prioritizing health and well-being is a common focus across brand, cultural, and consumer perspectives.
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Recognizing the importance of a healthy lifestyle is a shared understanding.
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Acknowledging the need for personalization resonates collectively in brand, cultural, and consumer contexts.
Shared Truth:
Main Idea
Campaign
Business Objective & Task
Target Audience
Business Objective:
Develop a more comprehensive, accessible, and engaging medium that empowers individuals to positively transform their mental and physical wellbeing, and ultimately improve sales and market presence.
Task:
Maximizing brand experience by collaborating with another brand, thereby expanding the customer base.
We considered "Noom user", "HelloFresh user", and "New user" as three different target audiences. Then, we created each detailed persona and customer journey for campaign considerations.
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Execution
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I utilized a marketing funnel to strategically guide users from awareness to action by integrating in-app features, influencer marketing, and personalized experiences. At the awareness stage, I employed in-app promotions and collaborations with influencers to increase visibility and attract potential users. Moving through consideration and engagement, I introduced features like meal plan generators, customized recipes, and the “Club Hello Noon” community, ultimately encouraging conversions through referral programs and testimonials.
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617-834-7729
Fun Fact:
The color of the website background is Cosmic Latte #FFF8E7, which is the average color of the universe. And I LOVE IT.
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