Our Work

Dr Juice

By November 12, 2019 No Comments

Intro

Dr. Juice is known as the “cool and healthy” brand of the Island…But what was the Doctor’s next step? We leveraged technology for his brand by creating an attractive website and App to introduce a revolutionary pre-order system and digital loyalty scheme!

Intro

Dr. Juice is known as the “cool and healthy” brand of the Island…But what was the Doctor’s next step? We leveraged technology for his brand by creating an attractive website and App to introduce a revolutionary pre-order system and digital loyalty scheme!

The brief

Dr. Juice’s primary competitor on the island was gaining ground fast by opening more and more stores and also introducing a nationwide delivery service which made their food more easily accessible. Dr. Juice needed to understand how to leverage technology in order to retain their competitive advantage for the foreseeable future.

Workshop

A number of workshops were run with the aim of identifying the way forward for Dr. Juice. The endpoint was making ordering from Dr. Juice as easy and efficient as possible. Of course, the ideal scenario here would be introducing an efficient delivery system. However, further analysis showed us that they were not operationally set up to handle the full load of their customer base making use of such a delivery system.

After running an audience identification workshop and research, we found out that the large majority of Dr. Juice’s customer base was made up of people who work in close vicinity (such as the people visiting the store at The Plaza). These people used their visits to Dr. Juice not only as an opportunity to get food and drink, but as a quick power networking session away from the office.

The brief

Dr. Juice’s primary competitor on the island was gaining ground fast by opening more and more stores and also introducing a nationwide delivery service which made their food more easily accessible. Dr. Juice needed to understand how to leverage technology in order to retain their competitive advantage for the foreseeable future.

Workshop

A number of workshops were run with the aim of identifying the way forward for Dr. Juice. The endpoint was making ordering from Dr. Juice as easy and efficient as possible. Of course, the ideal scenario here would be introducing an efficient delivery system. However, further analysis showed us that they were not operationally set up to handle the full load of their customer base making use of such a delivery system.

After running an audience identification workshop and research, we found out that the large majority of Dr. Juice’s customer base was made up of people who work in close vicinity (such as the people visiting the store at The Plaza). These people used their visits to Dr. Juice not only as an opportunity to get food and drink, but as a quick power networking session away from the office.

Opportunity

Leverage this demographic and introduce a pre-ordering system that allows people to seamlessly pick up their orders in store while avoiding the queue that builds up there. This would allow people visiting Dr. Juice to spend more time networking, and less time queueing and waiting for their order.

Loyalty system

Another problem that came to light was that customers were frequently forgetting, and even losing their loyalty stamp cards. This meant that all their loyalty points would be gone since they operated only on a stamp based system. This presented a golden opportunity for us; overhaul the loyalty system.

The app

All of this was done by designing and developing an app that would not only act as a loyalty card, but would allow customers to pre-order their favourite food and drink from Dr. Juice. After analysing the in-store customer journey, a decision was made to make the first screen immediately show the code that would need to be scanned to add loyalty points. This was done to reduce friction for customers who are in a hurry and simply want to add points to their account.

The app

All of this was done by designing and developing an app that would not only act as a loyalty card, but would allow customers to pre-order their favourite food and drink from Dr. Juice. After analysing the in-store customer journey, a decision was made to make the first screen immediately show the code that would need to be scanned to add loyalty points. This was done to reduce friction for customers who are in a hurry and simply want to add points to their account.

Product Imagery

Due to the limited screen size, a lot of consideration was given as to how to display products in app, as well as how to display ingredients. Of course, product imagery couldn’t only consist of the smoothie/ juice itself since this lacks any distinctive features apart from slight variations in colour.

Therefore, a photoshoot displaying individual ingredients around the juice cups was done. A decision to crop these images from their centre point in the app was taken in order to strike a balance between having images showing enough ingredients while at the same time being large and zoomed in enough to show more detail .

Product Imagery

Due to the limited screen size, a lot of consideration was given as to how to display products in app, as well as how to display ingredients. Of course, product imagery couldn’t only consist of the smoothie/ juice itself since this lacks any distinctive features apart from slight variations in colour.

Therefore, a photoshoot displaying individual ingredients around the juice cups was done. A decision to crop these images from their centre point in the app was taken in order to strike a balance between having images showing enough ingredients while at the same time being large and zoomed in enough to show more detail .

The in store experience

As important as the experience of pre-ordering in app was the experience of picking up the order in-store and adding points. A full journey was drawn up and a selection of A3 posters and stickers to support this were created. These posters would not only act as a wayfinding solution when looking to redeem your order in store, but also as an upselling tool to people queueing to place their order. The plans of each store were in fact carefully analysed and the positioning of each poster carefully selected for maximum impact.

The in store
experience

As important as the experience of pre-ordering in app was the experience of picking up the order in-store and adding points. A full journey was drawn up and a selection of A3 posters and stickers to support this were created. These posters would not only act as a wayfinding solution when looking to redeem your order in store, but also as an upselling tool to people queueing to place their order. The plans of each store were in fact carefully analysed and the positioning of each poster carefully selected for maximum impact.

The Website

The final piece of the puzzle was creating a new website that promoted the new updated loyalty system and app. The new product photography was also used to create customer hover animations for each drink in order to shift user focus to each drink’s set of ingredients.

Creative

ANCHOVY.’s job was not only to create the Dr.Juice App but to also create a strategy on how the App would be promoted online to get people to download it. The aim wasn’t just to get people to download it only but also to keep them using it once downloaded.

We partnered with influencers, not for their following but for their attitudes. We picked the freshest products. We chose the best team to work with. We created a series of videos and we reached our target…

Creative

ANCHOVY.’s job was not only to create the Dr.Juice App but to also create a strategy on how the App would be promoted online to get people to download it. The aim wasn’t just to get people to download it only but also to keep them using it once downloaded.

We partnered with influencers, not for their following but for their attitudes. We picked the freshest products. We chose the best team to work with. We created a series of videos and we reached our target…

Digital Strategy

We have created an abnormal digital campaign to remind us we are all a bit weird.

Our focus wasn’t to create a hype only when we launched the app but also before that. That is why the strategy was focused on both a teaser campaign before the actual launch campaign.

Teaser Campaign

For the teaser campaign, we wanted to hype up the audience that a new app is coming out. The teaser campaign was done 2 weeks prior to the actual launch date. For the Teaser Campaign we focused on promoting posts on Facebook only.

As soon as we went live with with Adverts, several people were asking us when the app was coming out. This showed positive results moving forward.

100k people viewed the Teaser Campaign Adverts
on Facebook in 2 weeks

Launch Campaign

We started the Launch Campaign by promoting the video we created all around Malta. The aim was to push the video on several channels, to get the word out as much as possible.

We promoted the video through the following platforms:
Facebook
Instagram
Youtube Pre-roll

After 2 weeks we had already hit 2.5k Downloads just from promoting the video on these channels. Not only that but we had around 250k people that watched the video.

From this we took advantage of all the data we had and pushed other posts such as the following one. The aim of these posts was to keep the users active on the app. Through promotion of these posts we had over 30% of users that kept using the app constantly.

Moreover, with these posts we managed to further improve our results and hit over 4k in downloads.

Digital Strategy

We have created an abnormal digital campaign to remind us we are all a bit weird.

Our focus wasn’t to create a hype only when we launched the app but also before that. That is why the strategy was focused on both a teaser campaign before the actual launch campaign.

Teaser Campaign

For the teaser campaign, we wanted to hype up the audience that a new app is coming out. The teaser campaign was done 2 weeks prior to the actual launch date. For the Teaser Campaign we focused on promoting posts on Facebook only.

As soon as we went live with with Adverts, several people were asking us when the app was coming out. This showed positive results moving forward.

100k people viewed the Teaser Campaign Adverts
on Facebook in 2 weeks

Launch Campaign

We started the Launch Campaign by promoting the video we created all around Malta. The aim was to push the video on several channels, to get the word out as much as possible.

We promoted the video through the following platforms:
Facebook
Instagram
Youtube Pre-roll

After 2 weeks we had already hit 2.5k Downloads just from promoting the video on these channels. Not only that but we had around 250k people that watched the video.

From this we took advantage of all the data we had and pushed other posts such as the following one. The aim of these posts was to keep the users active on the app. Through promotion of these posts we had over 30% of users that kept using the app constantly.

Moreover, with these posts we managed to further improve our results and hit over 4k in downloads.

Numbers Achieved

Downloads in 4 weeks

People engaging with the video or posts

People that watched the video

Impressions on video

Downloads in 4 weeks

People engaging with the video or posts

People that watched the video

Impressions on video

The Result

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