How Ohi Used Social Media as a Proof-of-Concept Tool

Yesterday, everyone expected same-day delivery through services like Amazon Prime. Today, they can get less than that with Ohi, a fulfillment brand that partners with DTC and consumer product brands to help them provide 2-hour delivery in select markets to their customers.

Ohi had originally launched with a brand that was B2B-focused, influencing their social content and strategy. “We started life thinking we were a warehousing company. Our branding, website (shipohi) and language is far too "logistics" focused and not customer experience focused. What matters is the incredible experience we provide for our partners, and moving the brand towards D2C partners, community and experience vs shipping, warehousing and fulfilment is one of our primary goals.”

As awareness around product fulfillment has increased and competitors started shifting to be more of a marketplace than a B2B brand, Ohi wanted to make the shift as well. Before spending money on a major rebrand, they wanted to test out this hypothesis in social. Ohi wanted to see if the customers that shopped one of their brand partners using their 2-hour delivery would be interested in other brands they off the same fulfillment services to.

This is what we heard from the Ohi team at kick-off.

“Become MUCH more consumer-facing, with Ohi being a destination to find great brands offering instant commerce.”

“We believe there's an opportunity to "close the loop" for consumers using our platform. Right now consumers order from 1 brand and get it in less than 2 hrs and ask "what other brands do you work with"...they currently have no way to answer that, and we want social to be a test on whether consumers start exploring other brands on the platform. We'll be looking at click-through rates from the original purchase to our Instagram feed, and then click-throughs from our Instagram feed to brand’s websites to get a sense on whether we should great our website as a marketing tool (think Klarna, AfterPay etc).”

Our goal was to shift their social strategy and content from one that was more B2B-focused to more of a D2C marketplace approach. One of the ways we did this was through an influencer campaign that would activate five major markets that Ohi was active in. We used engagement, click-through rates from social and SMS to see how much customers would shop around. The strategy work focused on Instagram, Twitter with TikTok and LinkedIn close behind.

Read this to see how it played out. 

Ps. They ended up getting the rebrand and have remained B2B.