QUANTITY WITH QUALITY
Volume and speed were both critical to the success of this multi-agency project. We established workflows that would easily fit into Instacart’s brand and legal approval processes as well as feed the media team’s placement and testing needs for variants. We’d sprint weekly on multiple campaign ideas, aiming to create ads that would be both on-brand and engaging for the audience.
We met monthly to innovate on new hypotheses around what might engage the audience, experimenting with formats and influencer-style content creation.
Champion or Challenger
Over the course of a year, we were able to identify a champion that significantly lowered acquisition costs for new sign-ups.
We continued to challenge this champion to unseat it and find new ways of reaching the shopper audience.
Peace and safety
This creative hypotheses focused on the idea that some delivery drivers may feel more comfortable driving groceries as opposed to people around.
Stop / Start
For this creative hypothesis, the idea was focused on a direct attempt to grab attention and get people to think about how they’re spending their time online. Get out there and earn some spending money!
Work your way
One of our most recurring value propositions for our hypotheses was to test out the “be your own boss” messaging in a variety of ways. Here we blend that with the most popular of messages: Earn cash.
LOCALIZATION AT SCALE
We also experimented with localizing ads for certain targeted regions and cities to test how these messages might perform with a more personalized approach. We were able to easily scale our static ads for this series to hundreds of variants using Ready State’s bionic production method.
Credits
My role: Creative Direction, Creative Ops
Art Direction & Design: Caitlin Burns, Ben Durflinger
Copywriting: Maddie Ritchie, Clay Klusas
Video and animation: Kendall Tice, Arturo Lindbergh
Media agency: Tinuiti
Agency: Ready State