Digital Campaign for Fruut, a Portuguese food company that sells dried fruits as snacks. Their motto is “The Healthy Snack” and as it states this brand don’t only targets the healthy-life users but also the snack’s users, which are normally unhealthy treats.
The challenge
Recently this company launched subscription plans on their website, where you can subscribe to a custom box of the snacks delivered to your home and with monthly plans.
As it is a new feature the main challenge is to boost those sales, to get 1000 new box subscribers in 4 months.
Beside increasing box subscriptions we also had two goals: to increase visits to their website (100 daily visits) and also boost engagement in their social media.
Problem & Kick-off
As research stage begins a big problem to the subscription boxes immediately popped-up:
How can someone predict or even know when they will need to eat a snack?
After all snacks are more likely to be impulse eating and not a planned meal, so how could we turn a snack into a habit worth becoming box subscriber? As questions popped-up we made an online survey gathering real-people opinions about this topic and themselves to furthermore analyze.
Target & Personas
The client already have a established target based on who have been consuming their products, the target-public is:
- Women
- Ages between 25-44 years
- Lives an active and healthy lifestyle
Based on this information and the people that participated in the survey we started to design personas, where similarities were found we morphed them into this fictional personalities to have a more personal look into ones experience with the product.
Three personas showed-up during this process:
Rita, 28 years old woman that enjoys to live a healthy and fitness life without sacrificing her happiness, mainly socializes with friends and lives a active life.
Isabel, 35 years old woman very focused on her work and motivated to be better everyday, don’t have much spare time after work.
Carolina, 47 years old dedicated mother of two that gives her best to provide healthy life habits to her kids as well for herself. Between her job and family she don’t have time to loose.
Pain Points
Analyzing these three personas they all showed a lack of time to be preparing snacks for their day, which they could need some planning. Other aspect here is the commitment to live a healthy life they try to achieve, this requires a daily effort.
Insight
Since we are promoting a product that positions amongst every snacks and not only the healthy ones it was important to figure out some aspects that makes a regular snack.
- Impulse, often triggered at any time of the day, unpredictable.
- Pleasure, that one experiences when feeding snack treats.
- And last but not the least, the Guilty felt after eating it.
Value Proposal
Help our clients to reinforce their commitment and planning to have a more active and healthy life.
Solution
Fruut gives you pleasure in exchange of zero regrets, almost like a lover right? (eheh) Would you go on a date with these snacks?
Translation: Fall in temptation with Fruut
Funny playful communication and working around the idea of “guilty pleasuring” fruit snacks is this campaign main direction.
For instance we made the idea of a Fruut Match; resembling the dating apps users could Yes or No each fruit, presented as persons trying to get a date with you, this funny interactions will result in a custom box made specially for the person and ready to ship to your house.
User Journey Map
On the left side of the journey map we have an offline strategy which will happen in physical activation points such as gymnasiums, supermarkets and business centers. In these areas, paired with tablets collaborators will approach new users to play a Roulette game in order to win a free Fruut product. This game is valuable to the campaign for it recollect those new users’ emails, given with consent at the end of the game, to further address them to this promotion.
On the right side we have the online strategy mainly with content for social media and online ads to promote and lead people to a Landing Page, containing information about this campaign and existing box subscriptions, the attention here is to make people play the Fruut Match.
This is a quick and simplified view more focused on the work of the UX and UI design team. That said let’s focus on each digital products developed for the campaign.
Roulette
Based in a simple wheel roulette game we designed this game to randomly pick a user prize and let users enter their information (for marketing campaigns).
Note that the visual styles are all based upon the brand’s guides so people couldn’t feel any disparity that could trigger them to distrust during all process and products of this promotion.
Landing Page
For the landing page we mainly divided it in three sections, appearing in the follow order:
- Primary Call-to-actions, to center the attention of the user to play the Fruut Match game as well some instructions to play it
- Brand’s information, to make users familiar with the real values and processes about Fruut’s products, bringing the consumer closer to the product itself
- Boxes subscription plans, to be clear and even visually show the product that is being sold; this clarity and transparency in informing consumers about details such as price ranges goes a long way into gain user’s trust and also show the advantages in long-term subscriptions.
Fruut Match
In order to create a quick, funny and interactive way to make people build their own boxes without even noticing and to play well with the idea of guilty pleasures of the healthy snacks we created a “snack matching app”.
The users have to choose Yes or No through all the fruut flavours, each one with a flirty message to make it entertaining.
After finishing choosing snacks a “It’s a match!” message appears and with it two options are given: to see your box, this will address the user to the check-out area, ready to be purchased and shipped but also manageable to edit the box content, as well as to share with your friends, through many social medias as you can win a discount on your next purchase (a little bit of gamification here).
Social Media Content & Other appliances
For Social media we opted for a clear communication, engage with the user with funny questions and to direct them to visit the landing page and the Fruut Match.
Another visual appliance to help users with the scheduling their snacks is this magnetic calendar to user have on their fridge. You probably see it everyday.
The Team
Special thanks to all the team that engaged in this project:
Design Team
Afonso Menezes, Elda Mendes Moreira, Maria João Moura, Rita do Lago & Teresa Teixeira
Areas
UX Design / UI Design / Visual Design
Tools
Figma – Design and Prototyping
Miro – Research, Moodboard and Brainstorming
2021