OOH Blue Apron Case Study
Objective
To maintain awareness and increase subscriptions of young professionals, families, older couples, novice cooks and expert chefs.
Activation
We launched an OOH campaign in New York City, Blue Apron’s home market with subway brand trains. Subscriptions and awareness increased 29% (more than competitors) and as a result, this approach was extended to a broader market list concentrated in cities with high levels of BDI and public transit ridership. Brand Trains were supplemented with platform posters to showcase new creative executions, with placements skewed to city centers where diverse targets converged. An ‘ownership’ strategy was deployed, whereby dominant levels of media were perceived by consumers, with core garages/brand trains providing high reach/frequency against the targets.
Results
In a survey prior to the campaign of NYC subway riders A14+ who frequent the subway 3x per week, Blue Apron ranked 2nd among meal Service Awareness and 45% of consumers who don’t use any meal delivery service said they would consider using one, 11% claimed to use Blue Apron. After the campaign, 6 of 10 (60%) of subway riders said they noticed the Blue Apron Brand Trains and 1 of 3 who noticed took action afterwards, with 22% of consumers visiting the Blue Apron website and/or discussed the brand with friends. Brand awareness doubled as a result of the OOH campaign (+200%) and 55% of subway riders said they were likely to use Blue Apron after seeing the Brand Tran advertising.
