The First Bite
Eating healthy is one of those things that you know is good for you, but it takes anywhere between 18 to 254 days to make a habit stick, and we all know how our new year’s resolutions look like, year after year.
Eat more vegetables. Say no to desserts. Stop eating so much fast food!
But what if there was a way to still enjoy all of those delicious meals, with zero of the guilt?
Enter YOLO, a rising Singaporean flagship for the healthy eatery sector, whose philosophy was centred on the idea that we don’t need to compromise on taste when it comes to healthy eating. When they approached HOCO Agency to see how we could deliver this message attractively and efficiently to their audience, we couldn’t wait to take a bite out of this project!
A Spoonful of New Tactics
As a healthy eatery, YOLO offers an undeniable Unique Selling Point: transforming the Singaporean meal classics like chicken rice, beef curry and pasta into dishes that are wholesome, tasty, and highly nutritious. What they needed was to look and sound the part of a friendly, enticing mass market healthy food provider — and that’s where we came in.
First, we took a long look at their social media platforms, since that would play a big role in targeting YOLO’s potential audience. We discovered that bright visuals, as well as short and punchy copywriting worked best in attracting the crowd who were either interested in trying out healthy meal plans, or were looking for other nutritious meal alternatives.
That was only the first step, though. Or rather, the first spoonful.
In order to create meaningful content to go along with these visuals, we came up with several pillars to ground the content that would resonate with YOLO’s target audiences.
The Pillars
Testimonials: Positive accounts about YOLO’s meals and services from brand ambassadors and clients to help instill confidence in the brand to the mass market.
Product: Introducing YOLO’s broad range of meals, plans and services.
Goals: Content that showcases one’s health goals, and how YOLO can help their customers achieve them.
Education: Posts that feature fun and interesting health facts about YOLO’s ingredients, or anything related to health in general.
Drawing Up Battle Plans
And then it was time to strategise a way to increase YOLO’s reach — and translate that into sales.
Our media team also got up close and personal with the dishes when we flew over to beautiful, sunny Singapore (way before the thought of a pandemic even crossed our minds) to photograph the products. In the meantime, our digital team was hard at work, drawing up strategy after meticulous strategy that would ensure that not only was there an increased reach, but the content would be targeted towards the right audience, and that audience would be retained and stay actively engaged with the brand,
Over the course of six months, HOCO was successful in helping to garner more than 80,000 landing page visits for YOLO! In addition, we managed a total amount of 1.7 million reach, which is about 30 percent of Singapore’s total population. That’s a lot of people!
Above all, this campaign truly helped us realise that YOLO’s brand values were everyday philosophies that are helpful to everyone; eating healthy doesn’t have to be a chore, but it should be a habit. Eating healthy also doesn’t mean depriving yourself of life’s goodness; good food is meant to be enjoyed, and there are plenty of ways to do that in a healthy way.
You only live once, after all!