Digital Marketing Strategies

ARAVIND RADHAKRISHNAN (B00789528)

VISAKH RADHAKRISHNAN (B00791189)
PRASHANT MOHAN (B00791315)
VENKATA VYSHNAVI POLEPALLE (B00802737)
KINJAL PANDYA
GROULT HENRI (B00801976)
TROMPE FLORENT (B00802033)

Group 3
A Small TikTok to
summarize our project

• https://vm.tiktok.com/ZGJQQkD2b/

Enjoy!
The French situation
• There is a significant need to change the way catering is
done in France!

• For an instance, in France, the catering sector produces 7

billion meals every year.

• The sector is one of the biggest polluters, generating almost

800,000 tonnes of packaging waste.

• How can we have evolve the sector, its consumers and

retaurant owners?
How Recup Works
"Recup provides an eco-friendly and reusable cup
system to urban workers so they can enjoy their
favourite beverages while significantly reducing waste
and cost"

The reduction of waste is a crucial issue in France and

requires real expertise to continue waste reduction
effectively respecting the Paris climate agreements of
limiting our carbon footprint.

Less waste, fewer single-use products, to promote a

responsible way of consuming.
RECUP
USP
Recup: Being Sustainable has Never Been Easier

IMPACT COST EASE

User Personas
 Bio
Sarah is a socially conscious university student in her early 20s, actively
participating in social causes and environmental sustainability. She seeks to
balance her desire for affordability and her commitment to ethical
consumption in her daily life

Goals Behaviour
Goals • Actively participates in social causes
• Reduce carbon footprint
• Prefers affordable and sustainable products
• Support Animal welfare
Text • Open to trying new products which align with her
• Reduction of wastes generated
values
• Buys second-hand or refurbished devices

Persona 1
Age: 21
Sarah Awareness Level Media Habits
Occupation: Student
• Highly active on Tiktok & Instagram
• High
• Reads online articles and blogs about
• Updated on news
sustainability and social issues
 Bio
Emma is a forward-thinking individual who is passionate about design,
technology, and staying up-to-date with the latest trends. She is known for her
unique sense of style and is often sought after for her creative expertise. She is
socially active, attending industry events, art exhibitions, and fashion shows..

Goals Behaviour
• To stay at the Goalsof
forefront trends and inspire • Enjoys exploring new coffee shops, restaurants, and bars,
others with his innovative choices. seeking out unique experiences and hidden gems
• She wants to drive Textpositive change by • Actively engages with her creative community,
influencing her professional network and wider exchanging ideas and collaborating on projects
audience
Persona 2 28
Age:
Emma
Occupation: Creative Director at
a digital agency Awareness Level Media Habits
• Utilises various social media platforms, such as
Instagram, Pinterest, and LinkedIn, to share his
• Moderate creative projects, style inspirations
• Follows renowned designers, sustainable fashion
brands and influencers to keep up with the latest trends
 Bio

Carl is a young professional who likes to socialize and travel. He

often prioritizes cost and fun over sustainability.

Goals Behaviour
Goals • Seeks out deals and discounts when shopping
• To get the most out of his money • Open to trying new things if they're cost-effective
• To grow in his career
• Isn't opposed to sustainable products but often views
Textlife
• To have fun and enjoy
them as more expensive

Persona 3
Age: 31
Carl
Occupation: Middle Manager in
Awareness Level Media Habits
an international Company
• Active on social media platforms like Instagram
• Moderate
and Twitter
• Not much updated on news and social
• Follows Influencers
situations
• Uses comparison shopping websites before
making a purchase
 Bio

Brenda is a busy working mother who values convenience and quality

when making purchasing decisions. She is not very aware of sustainability
issues but is open to learning.

Goals Behaviour
• Goals
Find ways to simplify her life • Prioritizes convenience and speed in her purchasing
• To make informed decisions without too decisions.
much research Text • Tends to stick to familiar brands (open to new ideas if it
• Provide the best for her family makes sense)

Persona 4
Age: 45
Brenda
Occupation: Full-time working
mother in a corporate job Awareness Level Media Habits
• Consumes media through short bursts in a day
(searches, social media glimpses)
• Low
• Follows lifestyle influencers on Instagram &
• Open to learning
Pinterest
• Occasionally reads parenting or lifestyle blogs
 Bio

Sophie recently took over a small café in a residential area of Paris. She has limited
experience in the restaurant industry and is focused on building a successful business while
providing quality food to her customers.

Goals Behaviour
• Establish a stable Goals
customer base and ensure • Diligent about maintaining a clean and welcoming
financial viability atmosphere in her café.
• Maintain a consistent menu with popular
Text • Prioritizes customer service
dishes • Focuses on optimizing operational efficiency to provide
• Open to adopting sustainable practices
quick service and maintain a steady flow of customers

Persona 5
Age: 45
Sophie Martin
Occupation: Full-time working Awareness Level Media Habits
mother in a corporate job • Limited knowledge and awareness of sustainable • Does not engage heavily with media related to
practices within the restaurant industry sustainability
• Not seeking info actively • Uses popular platforms such as FB, Insta to promote
• Yet, open to learning if presented with relevant her brand
and practical ideas • Follows local food blogs and websites for general
industry updates
 Bio

Gustavo a dedicated Purchasing Manager for a large restaurant group, who takes pride in
her ability to manage costs and source sustainably. She values reliable service, product
quality, and is driven by her company's corporate social responsibility goals.

Goals Behaviour
• Goals
Establish relationships with vendors who align • Does not compromise on quality
with the company's sustainability values • Open to trying new solutions
Textsolutions
• Cost-effective sustainable

Persona 6
Age: 45 Media Habits
Gustavo Awareness Level
Occupation: Purchasing manager • Online publications that concerns with hospitality
for a restaurant group and restaurant industry.
• Medium
• Industry conference and social gatherings
• Open to learning
• Uses search engine like google for research purpose.
 Bio

35-year-old Eric owns a vegan restaurant in Paris, championing plant-based diets and
sustainable living

Goals Behaviour
• Serve plant-based meals that appeal to all diners. • Proactively implements sustainability practices in his
Goals
• Operate a sustainable restaurant with eco-friendly restaurant.
practices. • Sources ingredients locally and manages waste
Text
• Reduce cost without compromising on efficiently
sustainability goals • Actively participates in local community events and
sustainability workshops
Persona 6
Age: 35
Eric
Occupation: Vegan Restaurant
Awareness Level Media Habits
Owner
• Active on Instagram, Facebook ,Tiktok and Pinterest
• Follows Sustainability Influencers and food bloggers
• High Awareness
• Responds to marketing campaigns alingned to his
• Stays Updated on trends and news in
values
sustainability
 PERSONA MAP - Consumers
High Convenience

Busy Brenda
Cost Conscious Carl
Convenience
Seeker
Low Cost Constraints
High Cost Constraints

Eco Conscious Emma

Sustainability Student Sarah

Trend Setters

Sustainability
Enthusiast
Low convenience
 PERSONA MAP - Cafe/Restaurants
High Convenience

Sophie Martin

Independent
Restaurant

Low Cost Constraints High Cost Constraints

Gustavo

Eric Restaurant
Chain

Sustainable
Champions
Low convenience
Planning
 High level target strategy
The eco-conscious group Generate buzz among Environmental First two months from
creates a demand for the
Enthusiasts July 2023 to September
brand
& 2023
Trendsetters
Incentive for restaurants
Targeted digital campaigns increases

More people join

(including More restaurants Improved partnerships with
convenience join restaurants
seekers)

Convenience Increases

Continuous Iterative process from September 2023 to December 2023

 Targeting the Sustainability enthusiasts
Guerilla Marketing Idea

Pick a busy place in Paris with high footfall Engage the passerby with some
ambassadors

Set up a visually striking pop-up installation Push the message of the amount of waste generated
made entirely of discarded single-used cups and by disposable packaging and how Recup/Rebowl can
bowls. fight against it

Encourage people to share their experiences

on social media
 Targeting the eco-conscious group
In the later half of the campaign, to engage more people social media
strategies could be used

Platforms such as Google ads, and

Facebook ads can be used to reach
Popular social media channels such as Tiktok, Instagram, and Twitter can users who have shown interest in
be used to create targeted advertising campaigns sustainability, environmental
causes, eco-friendly lifestyles
This could include collaboration with influential sustainability advocates
and channels who have a strong presence
Our digital communication and strategy

• Our digital communication and strategy will obviously be

based around the main social networks

• TikTok, Instagram in line with the category of young

urbanites we want to target. These social networks are
mainly used by the under-30s.

• Thanks to the various real-life campaigns we can run on

TikTok, we can sponsor their visibility to increase the
brand awareness of our solution.
A Tiktok video example

• Video idea - 3 reasons to use our reusable cups

• Emphasize how there is a lot of wastage in France

through strong images and a voiceover

• Communicate why it is cheap and how convenient it

is to get one

• These ways can generate a lot of impact among the

audience and push them to take action
 Recipe Collaboration
The company can partner with local chefs or food
bloggers to create recipes where the cups and the
bowls can be used in tandem

The video would have shots that showcase the

cups/bowls from different angles

These recipes can emphasize the versatility of the

bowls and highlight different cuisines, dietary
preferences, or seasonal ingredients.
Channels to make Restaurants more aware
Fete de la gastronomie Content Marketing and Social Media
• Recup/Rebowl can sell their brand through various
platforms in the following formats

• Create blogs, newsletters, and websites addressing a

topic like Single-use packaging, alternatives

• Promote them through social media platforms

• Engage with local events to push the

• The company can also host webinars or live Q&A
message of Recup/Rebowl.
sessions where restaurant owners can join and learn
• Setting up booths or activities to more about the brand
engage with attendees, distribute
promotional materials
TikTok Example proposal

https://vm.tiktok.com/ZGJxow8rE/

• Here's an idea of how we can activate a distribution

channel like TikTok.

• Shock with an image showing the expanse of plastic

we hate.

• Nice photo of a burger and then simply our

solution with our cutlery and QR code.

• Modern, trendy TikTok music that stays within the

modern codes of the application, with a real desire to
go further.
#Too Good To Go Partnership
• A real and new alternative to our solution, for increasing
brand awareness and users for application.

• To take advantage of an already existing and well-known

network, and reach a large number of restaurant owners: a
partnership with ToGoodToGo.

• With a brand voice: reducing food waste, TGTG enables

restaurant owners to sell food at unbeatable prices.

• This could be a way of collecting food directly with your

own cutlery, so as not to generate any additional waste with
the cutlery.
Our Marketing Ideas for the Consumer
 Use French Recycling Labels

• The green dot, the Möbius loop, the NF Environment all

these labels specific to France are particularly well
recognised in the country and are real guarantees of quality.

• It would be particularly relevant to label our products to

reassure both the end consumer and the restaurateur.
Technology at the service of all parties
• Creation of a global customer/restaurateur ecosystem, enabling
the virtuous use of reusable cover.

• Thanks to a QR code located on the cutlery set, it is possible to

create a link directly to an application.

• Grouping together all the partner restaurateurs, to generate

loyalty points leading to discounts and thus encourage sensible
consumption of waste in restaurants.
How does it work?
• Creation of an application bringing together a large
number of restaurateurs.

• Each user has a complete set of reusable cutlery, which

is linked to a customer account.

• Each time a customer uses a set of cutlery in a partner

restaurant, they earn loyalty points.

• These points can be used to obtain a certain number of

discounts at partner restaurants.

• Objectives: for the customer: to make good deals,

pollute less, discover new responsible addresses,

• for restaurateurs: recruit customers, build loyalty,

reduce waste and the need to buy cutlery, increase
footfall thanks to bonus points.
Our Marketing Ideas for the Restaurateur
 Channels to onboard the Restaurants

Directly from the landing page, there should be a call to action (CTA)
element that allows the restaurant owners to know more/sign up if they are
interested

This could be done through some incentives, such as a trial offer,

Helps in generating qualified leads that can be followed up

Targeted campaigns across social media platforms can

generate more leads
Create the content on the webpage
Geo-tagging and City specific Hashtags can be a way to
This could include case studies, whitepapers, reach out to different segments of customers in France
success stories, and guides that highlight the
benefit of the brand For eg; In Paris, they can use hashtags such as
#FoodiesParis, #SustainableParis
Optimize the content for relevant keywords
related to sustainability Similarly, use the location Eiffel tower for a post in Paris
Budget & KPIs
Setting the Advertising budget

Objective and Task Method

Objectives:

• Increasing the brand presence by 50%

• Creation of customer/restauranteur ecosystem

• Create a recup community

TASKS IDENTIFICATION AND BUDGET ALLOCATION
250,000
Restaurants and Cafes 60%
• To generate at least 3000 leads per city
keeping in mind average conversion
rate is around 1.8%
• Targeted advertising: 60%
• SEO Optimized content creation: 20%
• Restaurants partnerships: 20%
Consumers 40%
• The goal is to make Trend Setters and
sustainability enthusiast aware in the
first place and then target convenience
seekers.
• SM Advertising on Instagram and
TikTok and Twitter - 60%
• Influencer partnerships on later stages
of operation - 40%
KPI'S OF BUDGET ALLOCATION

Increase in market reach : 50%

Boosted Engagement on Social Growth of qualified website traffic

medial : 35% rate : 45%

Customer Retention and satisfaction:

Enhanced brand perception : 50%
60%

Conversion rate improvement: 30%

B2B Push Strategy

B2C Pull Strategy

Content Plan
 Instagram & Tiktok
• Based on our analysis, we prefer to keep the
content informative and engage the
audience with fun.
• We can engage the audience that drives
them them try the product.
others: Using disposable cups and bowls and
spending 20% of charges on cutlery every
time.
Me: using recup cup and bowls for buying
meals and 30% discount + bonus points.
Others:

• To ensure the long term engagement with

social channels through producing content
through latest music, memes, posts,
influencer collaboration through reels.
 Disposable
cutlery

Recup offers and bonus

points

people worrying about

effects of disposable
cutlery waste
 Recipe Collaboration

• Collaborating with food bloggers and chefs to make use of

recup bowls and cups

• Show case the utility factor for the using the recup and
mention convenience, cost effectiveness and sustainability
benefits.

• Creating hastags and encouraging use of hashtags while

posting for increasing market reach and brand exposure.
#jesuisecolo, #sustainablerecup.

• Creating a join us campaign and using hash tags .

 #Too Good To Go Partnership
• Collaborating with restaurant owners and chain of
restaurants in extended network with a strong brand
voice of reusing the cutlery and effective waste
management.

• Offering a subscription based plan for customer

through restaurant for using reusable cutlery to buy
their meals.
 Gastronomy Events

• Creating fancy event booths in

gastronomy events and encouraging to
use recup cutlery for tasting food.

• Engaging product display in event

• Interactive cutlery stations

• Cutlery-art pairing workshops

 VR & AR

• Create filter with AR in instagram

and tiktok for playing interactive
games, clicking pictures and
sharing them with hastags.

• Product marketing and awareness

through creating VR spaces .
 Testing
• A/B testing: Testing the campaign
engagement through to analyse the social
media performance.

• Google Analytics: Analyse website traffic

and click through rate to determine
effectiveness of channel and align the
deviations in strategies for optimising
performance.
#using recup
cutley is new

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