Rallying people behind a sustainable online farmers market
markta is Austria’s first online farmers market, a start-up offering sustainable and organic food, beverages and even drugstore products that are manufactured by small-scale producers, local farmers and family businesses from all over Austria. Fresh groceries will be shipped directly to your doorstep or to central pick-up-locations, using sustainable transportation and reusable packaging.
Ordering groceries and especially fresh food online is still viewed very skeptically. Customers are used to the high density of supermarkets in their cities and the possibility to see, touch and choose exactly the products they want. The biggest challenge is to establish markta as a reliable vendor of high-quality products and as a better alternative to supermarkets.
In true social- and start-up spirit, markta wanted everyone to have the possibility to invest in its future and collect enough funds for further development of their e-commerce and marketing-activities via crowdinvestment.
Our strategy was to educate and convince the people that even a small investment in green business is both profitable and self-evident as a step towards sustainable development.
A social strategy with different assets on different channels was implemented according to the extensive research of target audiences.
The initial messaging framework and funnel stages were identified. Different core messages were tested and adapted during the campaign, identifying the best performing assets and adjusting the spendings accordingly. PR, newsletter marketing and WOM was used as supporting pillars, increasing the reach and credibility of the campaign.