Acquisition Campaign - imPerfect Fresh Eats
Overview
imPerfect Fresh Eats is a restaurant provide healthy food. The brand encourages a healthy and sustainable world’s movement and growth. this is a personal project, aiming to level up my skill on project management and digital campaign management.
Objective
Increase new customer acquisition by leveraging educational and UGC content to build trust, spark curiosity, and convert health-conscious audiences into first-time buyers
My role
Social Media Strategy: idea generation and content strategy that reflects the brand's personality and engages the target audiences
Brand Visual Creation: create visual materials for social media contents
Understand The Market
Summertime is when consumers most care about appearance, increasing attention to healthy diet and exercise. Number of take-out will also increase due to outdoor activities, which is the core of imPerfect’s packaging (take-out containers).
By analyzing competitor account, it shows short-form videos have a real person leading the content are more interactive and received more views and engagement than video without people. Audiences connect more with friendly, relatable faces sharing tips or recipes.
Strategic Approach
Target Audience
20 to 35 years old with high school degree and above. This target segment has medium to high income and is health and environment conscious. They promote healthy lifestyle and sustainable growth.
Post Sample
Posts: “Did You Know” series – Educational posts highlighting nutritional facts and ingredient benefits
Goal: builds credibility and reinforces band identity in healthy eating
Short-form Contents: "imPerfect Made" series - UGC-style videos featuring people preparing meals
Goal: increase relatability, reduces purchase hesitation, and drives conversion
Combining educational and UGC-style content allows the brand to first build trust through value-driven information, then convert interest into action through relatable, real-life usage.
CONTENT CALENDAR SAMPLE
Problem