Case Study:
Hearteyes
How Strategic Copywriting Fueled a
200% Surge in Sales
The Challenge:
Hearteyes, a small Detroit vegan food delivery service, had a unique opportunity: a growing market for vegan food and a dedicated Detroit following. They were also the only food service of its kind, offering pre-made, plant-based meals from scratch — delivered right to your door.
However, as a new brand, they lacked the personality and awareness to match their unique mission. In order to amplify their message and expand their reach, the challenge became to connect with their audience through authentic content and establish a memorable brand identity. This involved crafting a story and a voice that resonated with the values of the brand and content to match.
The end goal — transform Hearteyes from a new delivery service into a beloved local brand synonymous with high quality, ethical, and accessible plant-based pre-made food.
The Solution:
I partnered with Hearteyes to develop a comprehensive copywriting and marketing strategy focused on their unique selling propositions and target audience. My strategy centered on the following:
1. Defining the Brand: We honed in on Hearteye’s mission: making healthy food accessible to Detrioters.
We crafted a brand story that emphasized their commitment to fresh, locally sourced ingredients, sustainable practices, and creating elevated vegan dishes. This narrative became the foundation of all marketing materials, creating an authentic and approachable brand experience.
2. Website Copy & Art Refresh: The existing website was given a complete overhaul. The copy was rewritten to be fun yet descriptive, and focused on the sensory experience of enjoying food.
For updated imagery, I facilitated a photoshoot, securing high-quality photos of the dishes. I also optimized the website for SEO, targeting keywords like "vegan food delivery Detroit," "plant-based meals Detroit," and "vegan Detroit." A user-friendly online ordering system was also implemented.
3. Igniting Social Media Engagement: I developed a content calendar that showcased Hearteyes' offerings. Content included food photography, behind-the-scenes glimpses of meal prep, customer testimonials, and educational content about the benefits of a vegan lifestyle. Targeted ads were run on Instagram and Facebook to reach health-conscious individuals and vegans in the Detroit area. I also actively engaged with followers, responding to comments and messages and fostering a sense of community.
4. Cultivating a Loyal Email List: I implemented an email marketing strategy to build relationships with potential and existing customers. We offered a free Hearteyes dessert in exchange for email sign-ups, which proved very successful, growing the list by 108%. We then segmented the list based on expressed interests and created personalized email campaigns announcing new menu items, special promotions, upcoming events, and exclusive content like cooking tips and nutritional information.
The Results:
By combining strategic copywriting, compelling visual content, and a targeted marketing approach, we were able to significantly elevate Hearteye’s brand presence and achieve a remarkable 200% increase in sales.
Other measurable metrics:
64% growth in website traffic.
30% increase in social media followers.
108% expansion of the email subscriber list.
Stronger brand recognition and positive reviews within the Detroit vegan community.
Significant increase in customer loyalty and repeat orders.
