Vermilion Design + Digital Vermilion

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Door to Door Organics

Joy Delivered.

for Door to Door Organics

It’s no secret most families who shop online for groceries with Door to Door Organics love Door to Door Organics. But what, we wondered, was at the heart of this relationship? We knew Door to Door Organics carefully picks and packs each box of organic produce and groceries with love, but our research uncovered when customers open their box — delivered right to their doorstep — well, it feels like joy. Pure, organic, delicious, time-and-sanity-saving, budget-friendly, skip-a-trip-to-the-store joy.

To bring this compelling insight to life, we developed a multichannel approach with creative that takes inspiration from real posts from fans. This integrated campaign includes a robust digital and offline strategy including radio, broadcast, OOH, direct mail, a refreshed delivery box, and grassroots tactics to grow the love and their subscription base.

Unboxing the Love

The primary objective of the consumer research was to identify and explore the motivating functional and emotional benefits of the brand. Through multi-day online journaling with active moderation, we were able to uncover key themes around how the brand made consumers feel, including the excitement, anticipation, and gratitude for the service. This insight guided the development of the “Joy Delivered” creative platform.

“I feel excited when I get a delivery even when I fully know what it is being delivered. It still feels like Christmas.”

J – Door To Door Organics Customer

Targeting the Bullseye

Our paid advertising strategy is designed to drive conversions and increase awareness, affection, and loyalty. We continually create, amplify, and optimize messages around the functional and emotional connection between happiness and healthy food. Prospects are served ads based on look-alike modeling of actual customer data and reach them through behavioral and contextual targeting.

A Delicious Reason to Smile

For the company’s first video, “Joy Delivered,” we wanted to share what it was like to get good food delivered to your door. The message focuses on the smile-inducing, skip-a-trip to the store benefits of the online grocery delivery experience. The ad plays on spot cable and Facebook and has received more than 50,000 views.

Video remains a valuable asset for the brand, and we produce simple yet effective videos like this “We Believe” video quarterly. Research shows Door to Door Organics customers value the online grocer’s high quality, locally sourced produce. Its one-stop shop for local message celebrates their partnerships with farmers and artisans to bring fresh, local organic produce, and speciality products without leaving the house.

 
 

A Smart and Balanced Media Mix

To maximize the effectiveness and impact of the digital marketing efforts, we layer in traditional tactics like terrestrial radio, NPR underwriting, OOH, and direct mail to spread awareness, build local connections, and attract attention across many channels. This approach allows us to reach a broad consumer base while our digital marketing helps us reach a specific audience and build relationships with the prospect that are deeper and more relevant.

 

15% Increased website traffic from paid media year over year

 

120,000 Customers added since April 2014