Building a social focused Ecommerce brand.
Butcher's Larder was founded as a fresh produce delivery service in response to lockdown-based demand for contactless delivery and consumer desire to help small local businesses struggling through the pandemic. Butcher’s Larder came to Zen with the requirement to build a brand and website around their new business venture. For us this was the perfect project, as a full-service digital agency we were given the scope to test all areas of our expertise. From branding and design to web development and UX design to paid and organic marketing strategies.
As part of the project Butcher' Larder would require a new Ecommerce focused website. The requirements were for a clean product and brand focused design that was easily useable. Other major considerations were the need for the site to be easily maintained and updated as well as for the site to be constructed quickly due to the time sensitive demand for the service. Our experience in working with multiple different Ecommerce platforms informed us that Shopify was the best option for Butcher’s. It’s template-based CMS would allow for quick construction of the site and easy editing of content and materials, whilst still delivering the flexibility and ease of maintenance required.
The project required the rapid building of a social presence to attract new customers. As such Zen created and implemented a successful social marketing strategy focused around the 3 key USPs of Butcher’s Larder; contactless delivery, premium quality produce and supplied by small local businesses. We elected to primarily focus on the Facebook and Instagram platforms for both organic and paid advertising due to the ability to effectively target people who are likely to be interested in the product whilst excluding those who would not. The rapid nature of the roll out meant that more focus was place of paid to increase awareness as quickly as possible, whilst organic would primarily serve as social proof for the paid ads, highlighting the legitimacy of the new business to people who visit the profiles through said paid adverts.
Over the course of the project Zen were able to successfully deliver on all the various requirements set out by Butcher's Larder. Branding including logo design and brand guidelines was successfully implemented. This branding informed the successful build of a product focused ecommerce website on the Shopify platform, all within a matter of weeks. Subsequent efforts to increase exposure to the brand were also successfully implemented across social media. This included creating and maintaining social media pages as well as running paid advertisements from said pages.