Too Good To Go
Creating a New Market for
In my class 'Marketing, Communication, & Promotion Strategy,' we had a final project to cultivate a new brand awareness for any app of our choice. We chose Too Good To Go.
Problem: Too Good To Go faces limited awareness among college students in the United States, despite success in other countries. College students, a significant consumer group for food delivery services, express concerns about food pricing, convenience, and food waste.
Goal: Increase awareness of Too Good To Go among college students .
Discovery:
We conducted surveys among college students to understand their attitudes toward food pricing, convenience, and food waste. The findings revealed that 77.1% of students are concerned about their weekly food expenses, with 60% spending between $50-$100 per week on food. Moreover, 71.5% of students expressed a strong interest in purchasing discounted food. Additionally, 65.8% of students indicated limited awareness of the prevalent food waste issue in the United States.
We launched a targeted social media campaign aimed at college students.
I created a paper wireframe which let me synthesize the initial information that we gathered from potential college users.
Solutions:
Implemented varied font weights and sizes to emphasize key elements in the app interface. Headings used bold fonts for prominence, while body text employed readable serif fonts.
Typography
Employed a dual-color scheme to enhance usability & aesthetics. Differentiated call-to-action buttons with vibrant hues, contrasting with muted tones for background, ensuring hierarchy & readability.
Color
Results:
Our survey of the target market revealed that 85% of respondents found TooGoodToGo's value proposition compelling, emphasizing the appeal of affordability and food waste reduction in our messaging. Initial user feedback on the app redesign showed a 60% satisfaction rate with the new design, indicating that improvements based on user insights are crucial for enhancing user satisfaction. These outcomes underscore the importance of targeted marketing strategies in achieving our objectives.
Key Takeaways:
Implementing User Surveys:
By utilizing surveys, we gained deep insights into the food consumption habits and preferences of college students, highlighting their concerns about food pricing and their motivation to purchase discounted food options.
Social Media Campaigns:
Our experience with the social media campaign demonstrated a significant increase in brand awareness among our target audience. This underscores the importance of tailored messaging and engagement strategies in reaching college students effectively.