COVID response & brand building TV spots
When we went into the first lockdowns, Instacart’s site nearly melted down. We had nearly 1 million customers in the US pre-COVID, but overnight, we had nearly 20 million new customers.
We rolled out emergency comms across our app, email, and paid marketing, but by far, our highest impact and most effective messaging came through broadcast and streaming spots.
Targeting our core customers
Through research, we had identified two audience groups, called Busy Achiever and Healthy First. Respectively, these are the people who need to outsource shopping for help with their busy schedules, and people who are very picky about the kind of items they purchase. These spots hit their exact marks in balancing the Instacart brand and demonstrating what we bring to your door.
