Grocery Outlet Bargain Market approached Zenzi with a two-part challenge to A) increase customer engagement with the brand on all of Grocery Outlet’s social channels and B) highlight WOW deals and drive store traffic, particularly in the San Diego area. Grocery Outlet wanted to achieve these results while increasing the efficiency of its marketing budget through tighter integration of PR, social and digital advertising.
In order to be successful, Zenzi knew the campaign needed to be:
• Integrated – to drive efficiency across marketing efforts
• Authentic – to build the credibility necessary to tell the Grocery Outlet story in social media channels
• Actionable – to increase engagement within social media channels and on the company blog
To grow Grocery Outlet’s social following and create an engaged community of shoppers and supporters, Zenzi implemented an aggressive, 360-degree social engagement strategy that included daily social media listening, one-to-one engagement on Twitter and Facebook, content development for all social channels, social media photo contests, and regular collaboration with Grocery Outlet’s advertising agency to create and promote Facebook posts to targeted audiences.
To drive awareness and traffic at the store level, Zenzi activated a hyper-localized blogger campaign targeting the communities served by Grocery Outlet’s 10 San Diego locations. The goal of the campaign was to align with bloggers who shared the diverse values of their audience, overcome brand misconceptions and encourage trial.
During the research phase of the project, Zenzi compiled a comprehensive list of bloggers local to San Diego stores and evaluated the brand awareness opportunity based on values alignment, quality, readership size, and the ability to reach active online influencers. Zenzi worked closely with the bloggers to showcase a real-life Grocery Outlet experience. Selected bloggers were provided with key messages to integrate into their posts and a gift card to experience the store first hand. Once the articles were published, Zenzi also provided Grocery Outlet gift cards for reader giveaways. All campaign efforts and ROI was tracked via branded URLs and branded hashtags.