Rocketfoods
Supermarket Delivery Service
Client Overview
Rocket Foods is a grocery delivery service operating in partnership with Spar, Lenta, and Metro supermarkets across Miass, Zlatoust, Tyumen, Kazan, Pervouralsk, and Chelyabinsk. The service offers convenient Android and iOS apps, as well as a website for placing orders.
Promotion channels: Instagram* and VKontakte.
Objectives:
- Increase brand awareness and audience loyalty
- Attract new users to the service
- Increase the number of repeat orders
Target Audience:
- Shoppers who don't want to spend time visiting stores
- Shoppers who don't have a vehicle or the ability to go grocery shopping themselves
- Children or grandchildren of elderly people who need help delivering groceries to their parents
Results:
- Increase brand awareness and audience loyalty
- Attract new users to the service
- Increase the number of repeat orders
Target Audience:
- Shoppers who don't want to spend time visiting stores
- Shoppers who don't have a vehicle or the ability to go grocery shopping themselves
- Children or grandchildren of elderly people who need help delivering groceries to their parents
Results:
- Launched 3 new cities (Zlatoust, Pervouralsk, and Chelyabinsk)
- Audience grew 6× (from 500 to 3,000+ followers)
You've probably already guessed who Rocket Foods' main competitor is — and just how vast that company's financial resources are. Nevertheless, our marketing strategy is helping Rocket Foods grow rapidly.
Content Categories & Visual Strategy
Before approaching us, Rocket Foods had already worked with an SMM agency, but the strategy chosen by our predecessors didn't deliver the desired results. The first thing we decided to change was the content presentation and promotion channels.
Together with the in-house designer, we developed 5 different content categories and created unique visual styles for each of them, so followers could easily navigate the visual feed. The categories we currently use are: recipes, curated picks, life hacks, about the company, and humor.
Additionally, there was one glaring mistake in the previous visuals: excessive duplication of the logo and company name in every post, which really annoyed followers. We opted instead for a unique, recognizable design that speaks for itself — no need to repeat the brand name in every post.
Before approaching us, Rocket Foods had already worked with an SMM agency, but the strategy chosen by our predecessors didn't deliver the desired results. The first thing we decided to change was the content presentation and promotion channels.
Together with the in-house designer, we developed 5 different content categories and created unique visual styles for each of them, so followers could easily navigate the visual feed. The categories we currently use are: recipes, curated picks, life hacks, about the company, and humor.
Additionally, there was one glaring mistake in the previous visuals: excessive duplication of the logo and company name in every post, which really annoyed followers. We opted instead for a unique, recognizable design that speaks for itself — no need to repeat the brand name in every post.
A New Approach to Promotion: Bloggers
Previously, Rocket Foods had already used blogger advertising, but worked exclusively with macro-influencers and ran ads only 2–3 times a month.
We decided to change this approach. Since the company operates in small cities, audiences trust smaller blogs with up to 3,000 followers much more. So we started working with micro-bloggers on a barter basis, running 3–5 integrations per month for each city.
Within the first couple of months, the company's audience grew 3×, all shoppers were fully booked with orders, and the launch of a new city (Zlatoust at the time) was a success — fully booked within the very first week.
Previously, Rocket Foods had already used blogger advertising, but worked exclusively with macro-influencers and ran ads only 2–3 times a month.
We decided to change this approach. Since the company operates in small cities, audiences trust smaller blogs with up to 3,000 followers much more. So we started working with micro-bloggers on a barter basis, running 3–5 integrations per month for each city.
Within the first couple of months, the company's audience grew 3×, all shoppers were fully booked with orders, and the launch of a new city (Zlatoust at the time) was a success — fully booked within the very first week.
Advertising in Community Groups
On VKontakte, bloggers aren't as popular as they are on Instagram*. However, there are many city communities that residents of small towns visit frequently — especially the 45+ audience.
So, to reach this audience, we leverage city communities and regularly place ads in them. This significantly boosts customer loyalty and company revenue.
Targeted Advertising
Of course, targeted advertising remains one of the most reliable promotion channels. It's also the easiest channel to analyze. That's why, from the very beginning, we consistently set up targeted ads for Rocket Foods.
The key nuance: regularly refreshing creatives, since audiences in small cities burn out very quickly. We also use targeted ads to encourage users to participate in company activities and subscribe to communities.
Is It Possible to Outcompete the Market Leader?
You've probably already guessed who Rocket Foods' main competitor is — and just how vast that company's financial resources are. Yet our service is growing rapidly.
How? We use a blue ocean strategy. That is, we conduct marketing analysis in advance and recommend opening in locations where the main competitor doesn't operate, but local demand for grocery delivery is very high.
On VKontakte, bloggers aren't as popular as they are on Instagram*. However, there are many city communities that residents of small towns visit frequently — especially the 45+ audience.
So, to reach this audience, we leverage city communities and regularly place ads in them. This significantly boosts customer loyalty and company revenue.
Targeted Advertising
Of course, targeted advertising remains one of the most reliable promotion channels. It's also the easiest channel to analyze. That's why, from the very beginning, we consistently set up targeted ads for Rocket Foods.
The key nuance: regularly refreshing creatives, since audiences in small cities burn out very quickly. We also use targeted ads to encourage users to participate in company activities and subscribe to communities.
Is It Possible to Outcompete the Market Leader?
You've probably already guessed who Rocket Foods' main competitor is — and just how vast that company's financial resources are. Yet our service is growing rapidly.
How? We use a blue ocean strategy. That is, we conduct marketing analysis in advance and recommend opening in locations where the main competitor doesn't operate, but local demand for grocery delivery is very high.
