Nutrition Program - imPerfect Fresh Eats

Overview

imPerfect Fresh Eats is a restaurant provide healthy food. imPerfect’s vision and mission are to embrace imperfect produce. 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

The Summer 2025 Campaign – Nutrition Program aims to increase brand awareness ties closely to brand core value, health and sustainability. The goal is to reach 20,000 views average for short-form videos both on TikTok and Instagram, and increase 2,500 followers at the end of the campaign. By providing values to customers, the campaign encourages positive imagination when consumers hear or see the brand name.

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 a great to start an impactful campaign to promote healthy food. Consumers are most active during this time of the year. They 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).

According to Social Media Study 2024 from Metricool, YouTube, TikTok, and Instagram remain to be the easiest platforms for reaching and growing. Instagram increased 21% post reach compared to 2023. TikTok increased 71% average total watch time compared to 2023.

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. In healthy food space, this works well because audiences connect more 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.

See In Action

TikTok and Instagram will be the two focused platforms for this campaign. By analyzing imPerfect's Instagram account, short-form videos that show food and ingredients receive more views than drinks.

To increase content's coverage and followers, there will be two separate parts of this campaign, targeting both posts and short-form contents, "Did You Know" series and "imPerfect Made" series. These two will stay side by side to promote healthy lifestyle and brand awareness to the audience.

• Posts: “Did You Know” series – a post series, focusing on posting facts related to health and sustainability. According to the brand voice, the post will use a fun content while ensuring education and value to the readers.

  • Objective: Posting educational, health related contents give values to consumers when they come to our site. As a result, when consumers think about healthy diet, they think about imPerfect. This strategy naturally increases brand awareness, which is tied closely to brand’s core value.

  • Key attribution: short caption while incorporating imPerfect’s logo and products in the post's images.

  • Scheduling: Post twice a week on Instagram and share posts on Instagram and Facebook's story.

• Short-form Contents: "imPerfect Made" series - a series designs to spotlight the signature healthy bowls and the fresh, imperfect ingredients behind them. Each episode features a real person preparing one of our menu bowls, sharing tips, ingredient benefits, and easy steps in a friendly and relatable way.

  • Objective: educating viewers about ingredients and nutritional value of imPerfect's bowls in a funny and creative way. It increase brand awareness and building trust with audience through personable and authentic video content. Showing food and ingredients provokes the curiosity of food lovers, potentially directing them to a healthy diet.

  • Key attribution: Fun and catchy hooks to attract viewers. Using A/B testing methodology to test which type of opening generating most views and follow consistently to create a serial type.

  • Scheduling: Post once a week on Instagram and TikTok. Share on TikTok and Facebook's story. The highest views will be schedule for paid ad.