Source: Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A Results-Driven Approach. Routledge. Accessible online http://mastersindigitalmarketing.org/book/ #passion4digital This work is licensed under a Creative Commons Attribution 4.0 International License.

1. Source: Heinze, A., Fletcher, G., Rashid,T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A
Results-Driven Approach. Routledge. Accessibleonlinehttp://mastersindigitalmarketing.org/book/
#passion4digital Thiswork is licensed under a Creative Commons Attribution 4.0 International License.
Chapter 11 Mobile Marketing
Case Study Chapter 11: Tasty_Gainz
By adopting the approach of using social media platforms such as Instagram, Tasty_Gainz - a
halal meal prep start-up company targeting body builders - has been able to create a
consumer base at minimal cost.
Overview
Muhammad, a University student and a gym enthusiast in the UK, realised the potential for
a business which removed the burden of bodybuilding meal preparation. With a minimal
budget, Muhammad applied mobile marketing strategies which were highly effective
without exceeding his funding. He realised the potential of using Instagram, because many
personal trainers and IFBB competitors in bodybuilding were already using the platform to
create multiple streams of revenue. The entrepreneur capitalised on the fact that no other
business provides the same type of service - fully harnessed mobile marketing to supply
protein meat-based prep meals to a niche bodybuilders market.
The aim of Tasty_Gainz is to:
● Create awareness of the Tasty_Gainz brand through using Instagram

2. Source: Heinze, A., Fletcher, G., Rashid,T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A
Results-Driven Approach. Routledge. Accessibleonlinehttp://mastersindigitalmarketing.org/book/
#passion4digital Thiswork is licensed under a Creative Commons Attribution 4.0 International License.
● Build a customer base by applying the principles of Affiliated Marketing through
employing Ambassadors on Instagram
● Harness the potential of eWOM via Instagram and develop and maintain
relationships with customers
Implementation
Muhammad noticed that the only way to build a following was with the help of already
established Instagram pages and via the use of affiliated marketing. As he realised he did
not have the capital to pay for the pages for ‘shoutouts’, he contacted the owners of pages
with several thousand followers in an attempt to employ them as Ambassadors of
Tasty_Gainz. Each Ambassador was given a discount code; therefore, whoever of their
followers used their unique code received 20% off their first order. The ambassador would
benefit by receiving commission for every week the customer returned. Therefore, with
minimal capital, he was able to pay the ambassadors and develop a customer base.
Results
Tasty_Gainz currently employs 17 “Ambassadors” on Instagram consisting of personal
trainers and IFBB competitors, each with followers exceeding 10,000. With the aid of this
and the eWOM mobile marketing via Instagram, Tasty_Gainz in its first 6 months was able
to build a customer base, producing an average of 680 meals a week. For a company which
started on very limited capital, the entrepreneur has been able to spread the word of the
business through streams of mobile marketing. The Tasty_Gainz brand has become well
known by gym enthusiasts and trainers motivated by fitness as they are providing a unique
service, and fulfil a niche by providing Halal meat. All these factors combined are helping
Tasty_Gainz’s social media following to grow at a rapid rate, ensuing they capitalise their
focus on mobile marketing.
One of the Ambassadors who was impressed by the Food and the concept of Tasty_Gainz
commented:
“Great Service, great food, if you guys aren’t already doing so, go check out Tasty_Gainz. No
hassle of shopping, cooking, or cleaning up. Really makes getting that dream body a hell of a
lot easier.”
Further Information

3. Source: Heinze, A., Fletcher, G., Rashid,T., & Cruz, A. (Eds.). (2017). Digital and Social Media Marketing: A
Results-Driven Approach. Routledge. Accessibleonlinehttp://mastersindigitalmarketing.org/book/
#passion4digital Thiswork is licensed under a Creative Commons Attribution 4.0 International License.
1. https://www.instagram.com/tasty_gainz/
2. Cowan, G. (2016) Think Your business is too small for Mobile Marketing? Think
Again, Available: http://www.smallbizdaily.com/think-business-small-mobile-
marketing-think/
3. Hickman, G. What Small Business Need to know about Mobile Marketing, Available:
http://mobilemarketingengine.com/small-businesses-need-know-mobile-marketing/
4. Jones, M. (2015) Starbucks and Armour Are winning Mobile-And You’re Likely
behind, Available:
http://www.forbes.com/sites/michaeljones/2015/08/31/starbucks-under-armour-
are-winning-mobile-and-youre-likely-behind/#2f3d466b14e4
5. Mobile: The Great connector- Bridging The Digital & Physical Worlds To Boost Your
Marketing Effectiveness. Available:
http://www.mmaglobal.com/files/documents/mma_emea_mobile_the_great_connector_fi
nal.pdf
Discussion questions
1. Discuss the benefits of mobile marketing for a new start-up like Tasty_Gainz.
2. In your opinion, does mobile marketing present similar opportunities for small business
as for large business?
3. Identify the risks that a start-up business should consider when mobile marketing.
Class activities
1. As a digital marketing consultant, you have been approached by Tasty_Gainz to advise
the owner on how to further enhance the potential of mobile marketing to expand his
business. Taking into consideration the limited budget available for marketing,
brainstorm and develop a 12 month mobile marketing strategy for Tasty_Gainz.
2. In groups, identify other potential products and markets that could be developed for
Tasty_Gainz and how mobile marketing could be applied to develop the business.