As Instacart was figuring out how they wanted to run their advertising spends, they approached us for testing and comparables.
Instacart was looking for acquisitions at the lowest price, without sacrificing their brand.
After studying the company and the performance of their previous ads, based on our hypothesis, we saw an opportunity to home-in on the delivery experience and to test copy including CTA’s. We wrote, developed and produced a plethora of content with two main Target audiences in mind, The Busy Parent & The Solo Millennial
The content ranged from UGC boomerangs to polished bite-sized stories.
After testing dozens of variants over several weeks, we arrived at the local maxima for best-performing creative that could be achieved within the scope and budget. We continued with instacart and were tasked at introducing new varients in copy to once again, attempt to outperform ourselves. The hypothesis was that if we presented value propositions using text as an overlay, it might have a meaningful impact on CTR and conversion rate. Our original creative remained the top performer in round three with the lowest Cost Per Acquisition and highest purchase count.
Short Videos Work Best
Realistic Videos Were Key
Real Customers Help the Viewer Identify
Real Interaction w/ Grocery Aisle Products Increases CTR
Calling Out Retailers Only Works In Certain Geographies