Michelle Haydu
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Instacart Growth Marketing

 
 

Instacart Growth Marketing

Objective: To increase customer and shopper activations through targeted marketing efforts including direct mail, Facebook and Instagram, Pinterest, Google Display Network, Mobile, and Programmatic ads.

Role: Designer, project manager, art director

Team: Melissa Gould (copy), Sara Evangelista (Pinterest illustrations)

 
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Digital Advertising

In 2017, Instacart ramped up marketing efforts and started to explore ads outside of the grocery stores in order to reach a broader audience and increase activations. We started to explore digital growth marketing, and used data to help guide us along the way.

In 7 months, activations grew by over 1,700%.

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Facebook and Instagram Ads

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Every week, we are running thousands of ad variations on Facebook and Instagram. We test a variety of messages and design approaches for each campaign.

We've found that ncluding a regional retailer on the ads has proven to be very effective. Motion also drives fantastic results.

 
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In addition, some of our top performing ads are boomerangs, which are very cost effective and fun to shoot.

 
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Programmatic Ads

 
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We ran a 3 week test to compare creatives that included our partner logos to solely Instacart branded creatives. The partner retailers we included in the test were
- Aldi
- Costco
- H-E-B
- Publix
- Wegman's

We targeted 5 zip codes that corresponded with the store locations. For both prospecting and remarketing, we learned that co-branded ads perform better.

 
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Pinterest Ads

 
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Pinterest is our weakest ads platform, but creating the posts was a lot of fun! We focused on writing and designing ads that had a higher likelihood to be repinned.

 
 
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Gmail sponsored ads

As a first test, we created a look alike campaign for Gmail Sponsored ads. These ads were sent to people who were getting emails and doing searches for Instacart's competitors, or had email content related to grocery delivery.

 
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We wanted to promote our brand benefits and free delivery on the user's first order. We focused on variety of subject lines, creative concepts, and CTAs and ran A/B tests. Each concept highlighted a different value proposition including:
- speed
- personal shoppers
- variety of stores

We also ran ads to acquire new shoppers.

 
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Direct Mail

In addition to online advertising, we tried some traditional marketing efforts including out-of-home and direct mail. Our mailers reached over 2.9 million households.

 
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Not only did the mailers create many first-time customers, but we also learned which markets were most receptive, which were Columbia, South Carolina; Columbus, Ohio; Indianapolis, Indiana and Midland, Texas.