Create a corporate identity and comprehensive marketing strategy for a last-mile delivery mobile app in Prague.
The concept of the mámto mobile app was interesting: order delivery of anything that is legal (from a light bulb to picking up the order from the e-shop) within 30 minutes, a marketplace and its own so-called darkstory - it was a new concept for the Czech Republic, as the app was to be launched in 2020, when there was no Wolt/Bolt and Dáme Jídlo market.
mámto branding was supposed to be flashy because the whole idea was built on being a punk startup; the brand was supposed to grab attention.
The first step to identifying the core brand is to define the purpose of the brand - what it offers; how it does it; why it does it; what the benefits and impacts are; what the brand supports; and what the brand "statement" is.
Vision is talked about all the time and few people understand it; most businesses misuse it to make themselves look good on the outside. I set the brand vision simply by writing in five columns - today, 1 year, 5 years and 10 years - what the brand does and what results it has achieved. I was then able to define what is called a vision statement.
To determine the core values and philosophy of the brand, I first analyzed negative and positive experiences with brands from the same and related industries, especially abroad; then I analyzed the feedback from customers of these brands - I focused on the emotional component. I then selected 5 core values of mamto (the "core" values include e.g. authenticity, adventure, community, competence, creativity, fun, love, knowledge, respect, success, etc.).
This is where the most interesting part starts, as it is about brand perception and competitor and target group analysis. I drew a matrix to determine the target: Goals (what customers want), Problems (what problems or obstacles they face and what are the pain points), Impact (what impact do these problems have, what do they fear and what emotions do they have), Desire (what is the ideal state) and I defined the first target group. Then I wrote a so-called positioning statement in which I put all the findings into one sentence.
I also (of course) listed the local competition and identified their strengths/weaknesses and what makes them better.
There are a number of brand archetypes - The Ruler, The Innocent, The Discoverer, The Sage, The Rebel, The Hero, The Magician, The Prankster, The Boy Next Door, The Lover, The Caregiver. Each archetype has: desire and fear, strategy and word associations, colours and most famous representatives. It is good practice to choose a combination of two archetypes, so I chose 60% Discoverer and 30% Rebel, which matched the positioning and philosophy of the brand. I then wrote two sentences in the style of the brand archetypes - what and why I love and hate. Logically, the next part is the definition of the brand voice, or ToV - Tone of Voice. Is mámto's voice formal or informal? Is it funny or serious? Is it polite or sassy? Is it enthusiastic or factual?
The last step was to define the tagline or slogan; this is one of the hardest things to do because this is the phrase that will accompany the brand everywhere - from the website to the flyers. Here I used mindmap and used all the insights from the previous points to design a memorable tagline.
Brand – result
In the end, I created two "justified "statements for mámto - B2C and B2B.
I focused on the target audience the most because it is the most important thing for the brand.
B2B TA (NDA)
I divided the B2B target group into 4 "personas" and created a description for each, their pain points, what is the ideal state of solving their problems, what they will appreciate, what will bother them, etc.
B2C – base
In order to better describe the target group, I first had to segment it - create several personas portraits of the users. I analyzed demographics, goals, frustrations, likes, dislikes, buying preferences, marketing channels, where they spend most of their time, which channels will get their attention, and what they will be primarily marketed to.
B2C user personas
I created 4 personas and divided by % share of future sales. Students - "pioneers"; most important at the beginning because they like to try new things and want to be "in". Employed adults - "cash cows"; main target audience; hard to convince but high frequency of use. Seniors - "tipping point"; hard to reach and takes a long time to get used to. Busy parents - "occasional help"; appeals well but rarely needs express delivery.
Emotions and needs of the target
For a better and deeper understanding of the target audience, I have written down the pain/gain points of the target person, what emotions and thoughts she has, what she does, what she says, what she hears and what she sees in relation to the services offered.
After determining all the elements of the mámto brand, I dove into creating a corporate brand style.
Logo, colours and fonts
The mamto brand name is good on its own and sounds good in any sentence - "30 minutes and mamto". After a few prototypes, I decided to use the name as the logo and embellish it a bit to emphasize the dynamics, since mamto is all about express delivery. The shortened logo I designed was simple. For the "garish" brand, I chose a color combination that no other brand in the country was using - garish purple and bold yellow. You won't normally find purple (except for Milka) and for Mamma it perfectly fulfills its purpose - it will immediately hit the eye. Then I chose a well-balanced, easy-to-read sans serif font. The characters have thin, uniform stroke widths that work well for both text and headings.
Next, I dove into the UI/UX of the mámto mobile app. I had colors, fonts and a vision for the look and feel of the app. I used the primary (purple) color everywhere, for better brand recognition; I decided to keep the secondary (yellow) color to a minimum of elements (onboarding and logo color on a purple background) so as not to distract from the primary, blatant purple. All elements of the mobile app were large, bold, rounded and with barely visible shadows.
Thanks to Webflow, I had almost unlimited creative possibilities. I used the primary color everywhere on the landing page and decorated the entire site with animations, round elements and emoji. In online and offline graphics the combination of purple and yellow looked beautiful and fulfilled its purpose - it attracted eyes.
With a ready-made brand, defined target audience and corporate identity, creating the marketing strategy went like clockwork. 90% of things are under NDA, so I will only write general information here.
The customer journey
Before creating a marketing strategy, it is essential to analyze internal processes, especially the customer journey and the user's interaction points with the brand. That's why I first built a simple journey from brand awareness to re-ordering
I then focused on the 3 stages of interaction - before using the app, using the app itself and after using the app. I used prior knowledge about the target audience's experience and expectations, key mrktg tools etc. The ideal path was "noticed - tried - reused - recommended".
After understanding the customer journey, I created a marketing strategy for mamto. For the sake of the NDA, I'm focusing on channels here.
AdWords and Sklik - continuous, seasonal and irregular advertising Instagram and Facebook - photos of the team, merchandise and internal processes YouTube - promo videos, team ads, delivery progress TikTok - crazy and fun product videos Spotify - podcast sponsorships Twitter - company news Influencers - affiliates AppStore and Google Play - in-app ads Billboards and public transport stops - engaging advertising messages Partner restaurants and shops - in-store and website advertising PR - online news coverage Radio and TV - short spots with black screen and QR code Advertising for couriers to earn extra money
For the third step of the "try again" journey, I implemented a loyalty program, quick repeat of previous order, push notifications, email newsletter, retargeting, subscription and cashback.
For the last step "recommended" I chose the classic tools - discount on recommendation, contests and UGC.
For mámto, I implemented the term "teleportation" to represent the speed of delivery in the tagline "Prague Teleportation". I took inspiration from the animated series Rick and Morty and used teleport in the app, website, print materials and advertising.
I took inspiration from Lord of the Rings and used the tagline "One app to rule them all" for a mobile app offering delivery of anything, a marketplace of Czech businesses and food delivery from darkstores.
Since the initial marketing strategy of mámto was aimed at the so-called pioneers - young people - the marketing communication had to match this and therefore I decided to use punk culture, memes, emoji, informal language and storytelling.
I designed countless viral videos and photos for mamto's marketing strategy - from the concept of a mini-hero "Mámtoman", teleport, cucumber delivery, fun videos in the style of Ghostbusters, Terminator and Indiana Jones. Because of the NDA, I can only share a storyboard with pre-production and a screenshot of the biker and "Terminator" dialogue with the portal in the background.
I had a complete branding, marketing strategy, content plan, ad campaigns, cars rented, space rented, staff hired and everything was ready to go. However, due to the endless extension of the app development deadline, Dáme Market, Wolt Market, Bolt Market and the first darkstory appeared on the market. The main advantage of Damo was blitzkrieg - the country's first ultra-local last-mile delivery app with its own darkstore and marketplace of local businesses. After competitors, backed by huge foreign investment, took advantage and quickly operationalized the concept, mamto lost out.