GreenWheel Delivery: Digital Marketing Campaign for Eco-Friendly Last-Mile Delivery in the UK

Campaign Objectives (SMART goals)

The digital marketing campaign will be aimed at making the GreenWheel a competitive delivery product in the UK market by positioning it as a fast and eco-friendly alternative in the competitive market (Nygaard, 2024). The following measurable objectives are set through the campaign:

• Increase Instagram activity by 25% in 3 months;
• Achieve 1,000 mobile app downloads during the first quarter of the campaign;
• Acquire 300 delivery orders per month among students and local residents;
• Rank the landing page of at least 5 local SEO terms of bicycle food delivery; and
• Establish collaborations with 10 local cafes and local stores in the community to promote through referrals. Analytics dashboards and influencer collaboration will be used to track progress as well as AI-assisted content generation, the results of which will be kept in line with academic criteria of marking and the University requirements in regard to academic integrity.

Target Audience & Market Analysis

The GreenWheel Delivery campaign is constructed on the main character Emma Hughes, a 19-year-old Derby student, as the key representative of the urban segment of the UK learning population, who relies on food delivery heavily. The problem of last-mile delays is on the increase in cities of the UK since over 84% of the population is urban or built-up, and vehicle traffic in the towns like Derby has been expanding consistently since 2022 (Henrion, 2025). According to the Department for Transport, speeding cars in most English metropolitan centres do not exceed 15 mph during the peak hours, which is why bicycles can be considered as the alternative to make during a tight deadline delivery (Cairns and Sloman, 2019). Emma is the reflection of this cohort: she spends every day on Instagram and Tik Tok and Googles fast delivery near me, which are the actions of the representatives of Gen-Z who learn the brands visually and then buy them.

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 Figure 1: User Persona

In the secondary market, it has been demonstrated that food delivery in the UK is a huge business worth more than 14 billion, but the majority of the delivery fleets use petrol motorbikes or cars (Intelligence, 2025). These cars can hardly get through local highways, residential narrow streets, and college lanes, the very sore spots in the Hughes persona. Bus-only shortcuts and quiet roads can be legally served by bicycles, which means that the rider will reach a customer within 30 minutes, which is the same as Emma claimed that a fee under £2.50 and 30 minutes of arrival. This personality can thus be used as a reference point of distinction-level SMART goals: the number of app downloads, orders every month, and social interactions.

The mobile apps have provided value to the customers, that is, customers can easily make purchasing decisions by a simple touch of a button as a result of convenience and the one-tap reorders as well as the real-time rider tracking features. Simultaneously, market analytics helps make evidence-based marketing decisions, establishing peaks in demand throughout the evenings and weekends and monitoring activity in the digital environment. The campaign will focus on students and those around Emma, specifically the 18-22 age with medium disposable income and high social-media engagement as a result of part-time employment. The delays in the delivery of cars and vans by congestion of town centres, and the worry over noises and emissions that petrol vehicles cause warrant the strategic location of GreenWheel Delivery as a zero-emission, fast, community-based UK-delivery service capable of moving through local roads and populated areas much better than the traditional vehicle fleets.

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Campaign Strategy

The digital marketing campaign of GreenWheel Delivery will be organized as a complex of combined UK online platforms, Instagram will play the main role, and a mobile application webpage and the Google Ads landing page will be a supporting feature (Massoudi, Birdawod and Raewf, 2023). The visual attention will be created with the help of Instagram by promoting the campaign banner and lifestyle photos of riders going past stagnant traffic, proving the benefit of bicycle-led last-mile delivery. The official application will contain comprehensive offers, menus in the partner cafes, and the button Book a Rider Now £1.99, and Google Ads will push the search results to this landing environment and invite new trials.

The essential communication in the campaign underlies the idea that the service is environmentally friendly, fast, and extremely efficient on British roads in congestions. Banner line “Order Fast. Ride Green - Book Your First Bike Delivery Today” will be the main communication tool and will be presented uniformly in the Instagram captions, stories, and paid ads. The branding tone is favourable and community oriented with green and black colours representing clean mobility and reliability.

The UK market is segmented into three sub-segments as the strategy is applied using STP segmentation:

• College students in Derby and other towns in England.
• Close to urban dwellers who purchase meals in the evening.
• The local cafe and convenience-stores owners that require quiet couriers. Positioning pays attention to the student group as illustrated by Emma Hughes whose behaviours of social sharing and frequent use of apps are representative of the mainstream audience group.

The 7Ps marketing mix is going to be shown digitally. Product A basket of small goods and food peddled by bicycle; Price will be lower than petrol fleets at £1.99; Place will be the last mile by campus lanes and narrow high streets; Promotion will be visuals on Instagram, Google search ads and referrals by partners. Individuals identify amiable riders, Process has one-tap booking and tracking, and Physical Evidence is presented by the campaign banner and screenshots (Išoraitė, 2021).

The basic scheduling strategy will include the arrangement of the contents during more than a year, 3 posts on Instagram per week, 2 stories per weekend, and monthly influencer appearances. The high engagement periods will be anticipated in the evening and in the event of the people, and budget periods of launching to appraisal will harmonize. The banner created, then, serves as the strategic hub of all outlets and provides the campaign with a coherent, UK-based, zero-emission delivery image that can be discussed later in SEO optimization and analytics.

 Figure 2: Banner Mock up

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AI Tools & Technologies Used

The graphical layout of GreenWheel Delivery digital marketing campaign was done using Canva AI, specifically, the program was used to design the campaign banner and other Instagram-style promotional layouts (Knight and Vorster, 2023). The created banner, named Ride to You Fast and Green shows that the use of emerging design technologies can visually convey the brand values in a more convincing way than a purely manual one. The template shows a smiling bicycle rider and a mobile application booking screen and a well displayed button with the message Book a Rider Now -£1.99. These aspects present tangible physical data of the service offering, which endorses the evaluation criterion in regards to demonstrating viable campaign artefacts. Instagram is considered to be the key medium and the banner has been included therein to drive the engagement, reach and click-through to the landing page. Canva AI also enables critical consideration of the advantages and disadvantages of automated creative technologies, such as the simplicity of production, tone consistency, and applicability to the UK last-mile delivery market. The appendices include the screenshots of the Canva prompt window and the end banner output to demonstrate the development of the campaign and its human testing.

 Figure 3: Use of Canva AI

Campaign Components & Examples

The digital marketing campaign of GreenWheel Delivery is supported by a set of original Instagram posts and influencer-driven promotions that can convey the brand positioning of the last-mile delivery through bikes in the United Kingdom. The headline in the first Instagram campaign banner is Ride to You Fast and Green and includes supporting text Bicycle food and goods delivery through the UK roads congestion. This pictorial story juxtaposes a smiling rider with an insulated delivery bag in his hand with the British urban street with cars and buses frozen in traffic. The overlay panel that displays the text Book a Rider Now -£1.99 gives clear evidence of price and place of the service proposition. This post has captions attached to it such as Cars wait, the bicycle delivers. Green Streets, fast meals, hashtags: #RideGreenUK, #BikeDeliveryDerby, and #LastMileByBicycle. The artefact displays the power of social media to showcase functional advantages, velocity, availability of narrow lanes, and ecological accountability in a single cohesive message.

The second post as evidence is more community oriented. The picture consists of two bicycle messengers riding with confidence in a drenched high street in the UK with the unashamed slogan of Order Fast. Ride Green.” The text under the graphic is: Traffic slows vehicles; bicycles arrive first, which is also backed up by the hashtags of #RideGreenUK and #LastMileByBicycle. Stability in posts proves the compliance with the campaign demand of organized branding and planning, and the quantifiable CTA of every visual facilitates the action part of the consumer process. Instagram stories that are weekend-related have displayed brief panels to promote Campus or City Ride Free with the first order by bicycle, thus, serving as physical evidence of the Promotion and Process components of the 7Ps marketing mix.

Some of the influencer marketing examples found in the portfolio are a sample post of an Instagram page called GreenWheel_Delivery, who advertises their business to its audience in Derby and other similar towns in the UK. In the influencer advert, a rider-style character passes the traffic and carries branded equipment in his or her hands (Leung, Gu and Palmatier, 2022). The positioning strategy stated in the banner is literally promoted by the caption of the bike that beats the queues- £1.99 green delivery. The criteria of selection mentioned in the report focus on the authenticity of followers, their alignment with the values of sustainability, and the rates of engagement higher than 6%.

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 Figure 4: Instagram Posts

 Figure 5: Influencer Marketing

To determine the feasibility of the SEO, Ahrefs was used to analyse the challenge of the already embedded keywords in the banner and Instagram captions (Binod, 2023). The keyword difficulty test on bicycle food delivery gave a score of 0(Easy), which deserves little competition in UK search and the phrase last-mile delivery gave KD 39 (Hard). Other Ahrefs openings showed low-to-medium level of difficulty on words like zero-emission courier Derby, fast campus food delivery, and last-mile bike delivery with estimated few back links to reach the first ten. These results support the campaign goal to be listed among top five keywords related to bicycle delivery in the area in three months.

Since GreenWheel Delivery is a fictional company that does not have a functional site, the report does not include activities that would involve screen shots of webpage layout; rather it justifies the results by using Instagram and SEO evidences. The artefacts of the campaign show that:

• Instagram applications as key channel.
• New last-mile delivery, through bicycles.
• The 7Ps price, people, process, and physical-evidence.
• Analysis of SEO competition with Ahrefs.
• 

 Figure 6: Ahref Keyword Difficulty Check

Analytics & Measurement Plan

Table 1: Analytics & Measurement Plan

The analytics tools are based on platform insight panels on Instagram and Ahrefs, which are used to measure the performance of the campaign in terms of impressions and click-throughs as well as completed delivery conversions (Omorogbe, 2023). Engagement dashboards allow making comparisons between original posts and influencer promotions and directly tie the success to SMART goals of 1,000 app installs and 300 orders monthly. Ahrefs evidence revealed that because the search query bicycle food delivery UK is not difficult and the query generic last-mile delivery is more difficult than the first two, it was possible to focus on optimisation and ensure the evening adverts could be more effective at increasing conversions within the three-month budget framework.

Timeline & Budget 

Table 2: Timeline

 Table 3: Budget

Total Estimated Budget: £1,150

The table shows how the campaign will proceed in well-established stages in the course of twelve weeks making bicycles the last-mile offer that best fits congested British streets. Budget lines are based on the quantifiable targets of 300 monthly orders and 25% of growth of engagement, whereas increased spending on Instagram and influencer promotions is associated with the big channel approach. An emergency buffer will guarantee that Moodle submission instructions are met and allowance to stretch adverts during events in the UK. These claims will be proven in form of Harvard style reference to the appendices (Josef, Lepp and Carper, 2022).

Conclusion

The new digital marketing proposal by GreenWheel Delivery is consistent and novel to the UK last-mile setting. The communication methods of speed, accessibility, community orientation, and eco-commercial responsibility are effectively implemented in the Instagram and influencer promotions as the key channels in the campaign. The service is positioned as affordable at £1.99 and operationally suitable in areas of local roads congestion where traditional vehicle fleets are slowed down. The use of SMART goals, tracking of engagement, and evidence on the use of key-words and competition, all make the strategy appear more credible and shows the transferability of the skills to the management of social-media, budgeting, and strategic orientation, which suggests that the campaign will have a significant impact within the stipulated three months of evaluation.

References

• Binod, K. (2023). Search Engine Optimization in Digital Marketing. [online] www.theseus.fi. Available at: https://www.theseus.fi/handle/10024/799967.
• Cairns, S. and Sloman, L. (2019). Potential for e-cargo Bikes to Reduce Congestion and Pollution from Vans in Cities. [online] Available at: https://transportforqualityoflife.com/wp-content/uploads/2023/11/potential-for-e-cargo-bikes-to-reduce-congestion-and-pollution-from-vans.pdf.
• Henrion, M. (2025). Top 7 Last-Mile Delivery Challenges (and How to Solve them). [online] Antsroute.com. Available at: https://antsroute.com/en/solutions/top-7-last-mile-delivery-challenges/.
• Intelligence, L. (2025). Aggregator Share of Total Delivery Occasions (2022-2024). [online] Lumina Intelligence. Available at: https://www.lumina-intelligence.com/blog/foodservice/uk-food-delivery-market-growth-share-size-statistics-2025/.
• Išoraitė, M. (2021). 7 P Marketing Mix Literature Review. International Journal of Trend in Scientific Research and Development (IJTSRD)., [online] 5(6), pp.1586-1591. Available at: https://vb.vtdko.lt/object/elaba:109973123/.
• Josef, A., Lepp, A.V. and Carper, M. (2022). Timelines, Budgets, and Project Management. CRC Press eBooks, pp.93-108. doi:https://doi.org/10.1201/9781003215264-10.
• Knight, H. and Vorster, L. (2023). Digital Marketing in Practice. Kogan Page Publishers.
• Leung, F.F., Gu, F.F. and Palmatier, R.W. (2022). Online Influencer Marketing. Journal of the Academy of Marketing Science, 50(2), pp.226-251.
• Massoudi, A.H., Birdawod, H.Q. and Raewf, M.B. (2023). Personal Digital Marketing Influence on Successful Marketing Campaign in Today's Digital Age. Cihan University-Erbil Journal of Humanities and Social Sciences, 7(1), pp.158-165. doi:https://doi.org/10.24086/cuejhss.v7n1y2023.pp158-165.
• Nygaard, A. (2024). Green Marketing and Entrepreneurship. Springer eBooks. Springer Nature. doi:https://doi.org/10.1007/978-3-031-50333-7.
• Omorogbe, P.E. (2023). Improving Digital Marketing Strategy: the Impact of Digital Analytics. [online] www.theseus.fi. Available at: https://www.theseus.fi/handle/10024/803981.
• Shahzad, S., Faheem, M., Muqeet, H.A. and Waseem, M. (2024). Charting the UK's Path to Net Zero Emissions by 2050: Challenges, strategies, and Future Directions. IET Smart Grid, 7(6).

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