In a world where fashion, meals, alcohol, and toys can be delivered on demand, what do people need in a subscription box they’re not already getting? How can we turn goods into a good time?
Start with design thinking.
After doing some initial research, my team (made up of account people, creatives, PR people, brand strategists) got together to use “shut up and write” and “yes and” improv methods of design thinking. The result: a wild idea got buy in from the start.
Many of the innovative experiences we take for granted today, including Uber, have been created out of mashups. What if we built on Martha Stewart’s global brand strength and meal delivery infrastructure, mashing it up with something or someone unlikely to create a totally unexpected experience?
The Martha & Snoop Dog mash up.
Martha & Snoop are BFFs and business partners. Their Potluck Dinner Party show draws 2 million viewers an episode. So white labeling Martha’s existing meal delivery service, with its robust infrastructure, for this prospective member base is a no-brainer.
Martha + Snoop = Party In A Box.
Each Party In A Box includes a meal with recipes, party decor, a playlist, and icebreakers. Plus - where legal - a choice of adult treats like edibles and CBD oil.
Dinner party, Party of 4, Hella Party, or Party for more…
A campaign to satisfy 2 million hungry viewers.
Mega influencers Martha & Snoop are central drivers of the Party In A Box campaign. They’ll spread the word on the air and throughout their owned and earned media ecosystem to download the PIAB app and get the good times rolling. Below are a few additional campaign tactics, including unique recipes; the PIAB app; Influencer Marketing (led by Martha, Snoop and a variety of cannabis and food influencers) and a year-long program of real-life parties of every kind that include PIAB samplings.
A brand extension with plenty of room to grow.
Martha & Snoop’s Potluck Dinner Party is now in its second season. If just 10% of the 2 million viewers order a Party In a Box for 2, that’s $10 million in sales. But that’s only the start.
According to the Motley Fool, after delivering $6.9 billion in global sales in 2016, $9.5 billion in worldwide revenue in 2017, and an estimated $12.2 billion last year, global cannabis sales are expected to grow 38% in 2019 to $16.9 billion, and hit $31.3 billion by 2022.
The team that turned a box into a party.