How Blue Apron Used Facebook Advertising to Drive 1 Billion in Revenue

Blue Apron is a meal delivery service that provides customers with pre-portioned ingredients and step-by-step recipes to cook their meals at home. The company was founded in 2012 and quickly gained popularity due to its convenience and ability to provide customers with healthy, home-cooked meals without the hassle of grocery shopping and meal planning.

To drive revenue and acquire new customers, Blue Apron turned to Facebook advertising. The company recognized the power of social media advertising and its ability to target specific audiences with precision. Blue Apron utilized Facebook’s Custom Audiences feature to target users who had previously visited their website, as well as lookalike audiences who shared similar characteristics with their existing customers.

Blue Apron also utilized Facebook’s Carousel Ads format, which allowed them to showcase multiple products in a single ad. By showcasing a variety of meals and recipes, Blue Apron was able to appeal to a wider audience and showcase the variety of options available to customers.

The company also used Facebook’s Video Ads format to showcase cooking tutorials and highlight the ease of using their service. The videos were short, visually appealing, and provided customers with a glimpse of what it’s like to use Blue Apron.

The results of Blue Apron’s Facebook advertising campaign were impressive. By utilizing Facebook’s targeting capabilities and showcasing their products in visually appealing formats, the company was able to drive over $1 billion in revenue. Additionally, Blue Apron was able to acquire over 1 million customers through Facebook advertising alone.

The success of Blue Apron’s Facebook advertising campaign can be attributed to several factors. First, the company recognized the power of social media advertising and utilized Facebook’s advanced targeting capabilities to reach specific audiences with precision. Second, the use of visually appealing ad formats, such as Carousel Ads and Video Ads, helped to showcase the variety and convenience of Blue Apron’s service. Third, the company’s focus on providing healthy, home-cooked meals aligned with the growing trend of healthy eating and provided customers with an attractive alternative to fast food and takeout.

Overall, Blue Apron’s Facebook advertising campaign was a brilliant marketing strategy that allowed the company to drive significant revenue and acquire millions of new customers. By recognizing the power of social media advertising and utilizing Facebook’s advanced targeting capabilities and visually appealing ad formats, Blue Apron was able to reach a wider audience and provide customers with a convenient and healthy meal solution.