As the leading grocery delivery service in North America, Instacart connects customers with personal shoppers who handpick items from local stores. Offering items from over 1400 retail partners across the United States and Canada, customers can enjoy same-day delivery or pickup, all conveniently through their mobile devices or computers.
INSTACART | MAY 2023
Creative Team
Taylor Erin, Creative Director
Jessica Guy, Creative Concept
Megan Touhy, Lead Writer
Tiffany Terra, Lead Designer
Mother’s Day 2023: Gift Her a Mom-ent
Following the success of previous Mother’s Day/Valentine’s Day floral delivery pushes, for 2023 Instacart wanted to expand the “treat her” messaging and test new gifting categories. The creative team, a group of real-life mothers, put our heads together to brainstorm what moms really want. The result was a lighthearted campaign centered around giving just a minute of peace-whether that’s a sip of wine, a sneaky nibble of her favorite treat, or a fresh bouquet- delivered amidst the chaos that can be raising kids.
With a complex web of channel requirements, retailer partnership and messaging tests, it was my role to pull together a cohesive look and feel for the campaign throughout each touch point.
Channels
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Rakutan and more
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App Screenshots, Today Tab and other event features
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Dedicated event landing page, banners and pop-ups throughout app
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Series of campaign-focused emails and push notifications
This campaign drove an overall 17-25% increase in customer basket size (amount spent) during the week of Mother’s Day.
Messaging and imagery featuring flowers remained the top performer, driving more overall activations and orders with a 60% cheaper CPA over grocery and beauty categories.
The beauty category drove the highest order volume, 2.3x the amount of flower/grocery categories, likely attributed to the higher cost of beauty products and popularity of retail partners.
Conversions spiked Tuesday and Saturday as customers “skipped the ship” and ordered more gifts on Instacart.
Campaign Results