Interactive & Direct Marketing Campaign
BOXED.COM
This project focused on re-establishing Boxed.com as a go-to e-commerce platform for bulk shopping by launching an integrated marketing campaign titled "Big on Boxes, Big on Savings."
The campaign emphasized Boxed.com’s cost savings, convenience, and time efficiency, catering to single individuals and families who regularly purchase household essentials in bulk.
Role
Marketing Strategist & Researcher
Student Project
Year 2024
Key Contributions & Responsibilities
Market Research & Consumer Insights
Conducted qualitative & quantitative research, including customer surveys and competitor benchmarking.
Identified consumer pain points related to bulk shopping challenges and online grocery delivery.
Studied industry trends, particularly the post-pandemic shift to online grocery services.
Compared Boxed.com with major competitors (Amazon, Walmart, Instacart, Costco). Developed a SWOT analysis to assess market positioning, unique selling propositions, and opportunities for differentiation.
Marketing strategies
A multi-platform approach combining traditional and digital marketing tactics to maximize reach and engagement.
Omnichannel Marketing Strategy
Digital & Social Media Strategy
Direct Marketing Campaigns
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SEO & Content Marketing:
Blog content & shopping guides with SEO-focused keywords.
Optimized product pages to improve search engine rankings.
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Social Media Engagement
Interactive campaigns on Instagram, TikTok to highlight Boxed.com’s convenience.
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Paid Advertising:
Google Ads & Social Media Ads: Target customers searching for bulk shopping solutions.
Retargeting Ads: Convert website visitors into customers through personalized promotions.
Retail & Outdoor Advertising:
Billboards & Transit Ads in high-traffic urban areas to capture offline audiences.
QR Code-based promotions on billboards directing potential customers to Boxed.com’s website.
​Email & Direct Mail:
Personalized promotional offers for new and existing customers.
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Discount Coupons & Loyalty Incentives: Encourage repeat purchases through cashback rewards.
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Referral Programs:
Customers earned points or discounts for referring new users.
Public Relations & Partnerships
Collaboration with food bloggers, lifestyle magazines & online communities to increase credibility.
Sponsored local events promoting bulk shopping benefits to families and working professionals.
Media Strategy
Media plan offered for Boxed.com is designed to coordinate various marketing strategies for one year, from June 2024 to May 2025.
Media Plan
A structured plan aligning marketing efforts across digital, traditional, and direct marketing channels.
Channel | Tactics | Targeted Audience | Key Performance Indicators (KPIs) |
|---|---|---|---|
Direct Mail Campaign | Promotional postcards, coupons | Households with high grocery spending | Redemption rate, Repeat purchase rate |
Billboard Advertising | Large-format ads in NYC, LA, Chicago | Urban professionals, Families | Impressions, Website traffic increase |
SEO & Content Marketing | Blog articles, product descriptions, FAQs | Online shoppers | Organic traffic, Bounce rate, SERP ranking |
Google and Facebook Ads | Targeted PPC campaigns, Retargeting ads | E-commerce shoppers | Click-through rate, Cost per conversion, ROI |
Social Media | Influencer collaborations, video ads, UGC campaigns | Millennials, Gen Z | Engagement, Follower growth, Shares, Sales conversions |
Email Marketing | Weekly emails with promotions & personalized product recommendations | Existing & new customers | Open rate, Click-through rate, Conversion rate |
Financial Strategy & Budget Allocation
A well-planned budget ensuring high ROI & sustainable growth.
Budget Breakdown (Estimated Allocation)
Marketing Channel | Budget Allocation % | Estimated cost $ |
|---|---|---|
TOTAL | 100% | $500,000 |
PR & Sponsorship | 5% | $25,000 |
Email and Direct Marketing Campaigns | 10% | $50,000 |
Billboards & Traditional Ads | 20% | $100,000 |
SEO & Content Marketing | 10% | $50,000 |
Influencer Marketing & Partnership | 15% | $75,000 |
Digital ads (Google, Meta, Tik-tok, | 40% | $200,000 |
Financial Goals & Performance Metrics:
Increase Website Conversion Rate:
Target 10% increase in 3 months.​
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Boost Customer Retention:
Improve repeat purchases by 15% using loyalty programs.​
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Enhance ROI on Paid Ads:
Achieve a
20% increase in ad-generated sales.​
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Grow Market Share:
Expand Boxed.com’s user base by 5% within the first 6 months.
Outcome and Impact
Reinforced Boxed.com’s digital presence with a data-driven omnichannel strategy.
​ Increased customer engagement & retention through targeted promotions & referral programs.
​​​ Developed a scalable marketing model that can be adapted for future
expansion.
Optimized marketing spend to maximize ROI, ensuring sustainable business growth.
Key Takeaways
Comprehensive market research & consumer insights helped design a highly targeted campaign.​
Strategic media planning ensured maximum reach through digital, social, and traditional marketing.​
A well-structured financial strategy allowed for optimized spending & long-term profitability.​
The campaign successfully positioned Boxed.com as a competitive player in the online wholesale market.