Amanda Cargill

Dinnerly Meal Kit
For food delivery services operating during the pandemic, making charitable contributions made good business sense. (Donations reduced churn by preempting customer frustrations over delivery issues and amplified the purchase “feel good factor,” thus extending subscription duration, and in turn, increasing customer lifetime value.) To highlight the donations without cueing “marketing ploy,” I recommended a pictorial shared across site, social, email, paid ads, in-box flyers, and direct mail (via QR code linking to blog post). The result was a cohesive and emotionally compelling narrative that generated above baseline acquisitions and reduced existing customer latency for several weeks post-publication.