My Grocer app

This case study is about a fictional app called “MyGrocer,” where you can order groceries and have them delivered to your house. I created an email, a social media ad and a Google ad for an assignment.

Email

Background

Voice and Tone: MyGrocer’s voice is professional, but its tones are fun, energetic, and informative.

The following is a short email to get a potential customer to sign up for their service. The email parameters given include:

• Subject line
• Preview
• Three sentences of text
• CTA

I chose to write the email with an energetic tone.

The Piece

Subject line: Want free Grocery delivery?

Preview: Get your groceries delivered free for a month!

Body text: Save time and gas on your grocery shopping. For a limited time, pick any grocery store within 10 miles, and MyGrocer will deliver your goods right to your door for free! Yep, the first month is on us, and then just $8.99 a month.* It’s cheaper than Netflix!

CTA: Get Free Grocery Delivery

*Cancel anytime with no hassle. [hyperlink to cancellation policy]

Rationale

I chose a strong subject line that focused on a benefit to customers. Who wouldn’t want free grocery deliveries?

The message/offer was clear and I mentioned more benefits: saving gas (saving money) and saving time. Stating that the offer was for a limited time offer also encourages action because it implies urgency. I also included a comparison to the cost of Netflix to give a concrete perception of value, and a lot more personality to the email.

The CTA of “Get Free Grocery Delivery” was specific to the action, rather than a more general CTA like “Let’s go!” or “Get started.” I included info and a link to the cancellation policy to be mindful of customer experience. It shows a level of transparency that is needed for loyalty and trust with a brand.

 

Social Media Ad

Background

The customer journey for the MyGrocer app consists of reading a social media post, visiting a website, signing up for a newsletter, and then downloading the app. (This is a separate request from the previous email.)

To retain a customer, I wrote a push notification that would appear on the customer’s cell phone after they use the MyGrocer mobile app, encouraging them to check out a new feature: Booking a recurring delivery that repeats at the same time each week. The notification was to include a headline of up to 25 characters, and body text of up to 90 characters.

The Piece

Headline: Got milk?

Body: Use our new weekly grocery delivery like clockwork–you’ll never run out of milk again.

Rationale

I chose an approachable and fun tone. I focused on an essential item (milk is popular and runs out quickly whenever there’s a storm coming).

I also stayed within the stated character limits. App designs don’t have endless room for text like a website does, and customer’s often skim the words anyway.

 

Google Ad

Background

Next, I wrote a Google ad to promote the MyGrocer app to a specific target audience: busy professionals who don’t have time to shop. The Google ad would be bought against the phrase “Grocery delivery service”.

The copy needed to stay within the text restrictions for a Google ad:

• Headline 1: 30 characters
• Headline 2: 30 characters
• Description: 90 characters

It also needed to include keywords from the ad group that have the most search volume, a CTA, and a benefit.

The Piece

Headline 1: MyGrocer

Headline 2: Grocery delivery service

Description: Leave the grocery shopping to us, and check instantly check an errand off your to-do list.

Rationale

This ad has a clear message and a friendly tone. I focused on how easy it is, and that MyGrocer will take care of everything. I also did so while staying within the character limits—otherwise, Google would not accept the ad.