The battle rages on in the relatively new circuit of our industry that is meal kits, and HelloFresh is crediting its prowess to, among other factors, a savvy social media strategy. With that, it enlisted a partner to monitor its brand’s reputation, analyze customer feedback to improve products and packaging, and measure the performance of its marketing initiatives.
“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:
Prior to enlisting Talkwalker’s tools, HelloFresh invested hours into conducting a manual analysis of its social media activity. On a more qualitative level, the company said it was able to better understand matters like if a customer complaint was localized and explainable by factors like inclement weather on an ingredient.
It’s no secret that the meal kit game is still sorting out its rules, and who the clear winner will be is an answer we are all watching for. Deli Market News will continue to report on this and other strategies players are implementing.