This document outlines FreshDirect's strategy for growing their Instagram presence through partnerships. It discusses finding partners who will delight followers, taking risks by partnering with influencers outside their category, evolving partnerships over time through different content types and multi-day/multi-partner campaigns, and defining success through unique content, cadence, reach and tying campaigns into broader brand priorities while documenting results. The strategy is centered around their "Fab 4" pillars of partnering, delighting followers, disrupting expectations, and continually evolving their approach.

1. Growing Instagram Results
Through Partnerships
LIZ KENNEDY, DIRECTOR
CONTENT STRATEGY AND SOCIAL MEDIA

2. 2
TFW YOU WANT TO GROW YOUR INSTAGRAM

3. Since 2003, the original NYC food tech innovator
• First to market
disruptor
• Omni-channel
delivering better,
fresher, faster from
the farm to customers
3
WHO IS FRESHDIRECT

4. 4
FreshDirect Fab 4 For Instagram Success
MAKE A SOCIAL SPLASH
#Partner
#Delight
#Disrupt
#Evolve

5. #Partner
5
CHALLENGE: HOW DO YOU GROW INSTAGRAM WITHOUT A HUGE STAFF OR BUDGET?

6. Fresh formula: social partnerships + great content
6
THE FRESHDIRECT DIFFERENCE
300FOLLOWERS
IN 2014
11.8KFOLLOWERS
TODAY

7. 7
Why Partner?
168MILLION TAGGED
#FOOD ON
INSTAGRAM*
SOURCE: *SOURCE BUSINESS.COM 1/2016
Partners help you get there faster

8. 8
WHAT DOES A FRESHDIRECT INSTAGRAM PARTNER LOOK LIKE?
Replace
photo
WHO
An influencer, celebrity, or brand willing to
collaborate on a social campaign that is authentic to
both parties.
KPIs
• Growth • Awareness
• Impressions • Content
• Testing • Press
Tip: Be radically transparent on how you define
partnership and KPIs for your brand.

9. 9
Money Can’t Buy You Love
Feature on homepage, print, swag,
exclusive products, sneak peeks
Tip: Get creative. Think beyond $$$.
CHALLENGE: I HAVE NO BUDGET!

10. #Delight
10
CHALLENGE: HOW DO YOU DECIDE WHICH PARTNERS TO WORK WITH AND WHEN?

11. Working with the best of the best
GREAT PEOPLE = GREAT PARTNERS
11

12. Choose partners you feel
will delight your followers
• Look beyond your category for partners
• Tell them your story
• Do you both feel it?
• Get excited to work together
. 12
WHO ARE YOUR GREAT PARTNERS?

13. 13
#Friendsgiving
Tip: The right people at the table
make the dinner party.
1.1M
IMPRESSIONS
917K
REACH
11 PARTNERS: SOME WITH THOUSANDS, SOME WITH MILLIONS

14. 14
#Disrupt
CHALLENGE: HOW TO TAKE RISKS
(AKA HOW TO EXPLAIN THE FAT JEW TO SENIOR MANAGEMENT)

16. 16
Tip: Keep content native
to your brand.
OPPOSITES SOMETIMES ATTRACT

17. Results
• 1K new customers
• +200% increase
in rosé sales
BIG RISK = BIG GAINS
Press
BLOOMBERG
DAILY NEWS
E! ONLINE
NEW YORK MAGAZINE
US WEEKLY
TIP: When taking social media risks, make sure
your KPI’s are clear to your team.

18. 18
#Evolve
CHALLENGE: HOW DO YOU KEEP THINGS INTERESTING WITH PARTNERS?

19. EVOLVING YOUR SOCIAL STRATEGY AS PART OF YOUR MARKETING IS CRITICAL
Live
Events
Multi-
Partner
Multi-
Touch
Multi-
Day
Video

20. 20
#FDLobsterParty
4M
IMPRESSIONS
INSTAMEET WITH 20+ PARTNERS
TIP: Make social even more social!

21. BEYOND PICTURES: INSTAGRAM VIDEO PARTNERSHIPS
Tip: Continuously test new social products.

22. #Success
CHALLENGE: HOW DO WE DEFINE SUCCESS MOVING FORWARD?

23. 23Tip: Create a story, not an ad for sponsors.
#FD12DaysofCookies Sponsored by Hershey’s
UNIQUE CONTENT

24. 24
Tip: Establish a calendar of content.
CADENCE

25. 2525
HOME PAGE ▼
EXTEND THE EXPERIENCE
Tip: Tie social campaigns
into larger brand priorities.
EMAIL ▼ BOX INSERTS ▼
BLOG ▼

26. 26
MAKE IT EVEN MORE SOCIAL
Tip: Don't forget to put a face
to the handle.

27. 27
Success
THE RIGHT PARTNERS + CONTENT + CADENCE + REACH =
Tip: Document content and track stats so you have
a story to tell and benchmarks for your brand.

28. 28
FreshDirect Fab 4 For Instagram Success
#Partner
#Delight
#Disrupt
#Evolve
MAKE A SOCIAL SPLASH

29. #Thanks
LIZ KENNEDY, DIRECTOR
CONTENT STRATEGY AND SOCIAL MEDIA
LKENNEDY@FRESHDIRECT.COM