Instacart won hearts and social buzz with the help of Lizzo and Chloe Fineman
The campaign won in the Brilliant Use of Creative category at The Drum Awards for Marketing Americas 2023.
Lizzo made Instacart sparkle in this playful, over-the-top campaign / Instacart
When faced with intense competition and an overcrowded online grocery market, Instacart sought to reclaim its position as a category leader.
But instead of focusing solely on speed and convenience, the platform harnessed the potential of its iconic shopping cart and partnered with influential personalities to showcase the seemingly infinite possibilities of shopping on Instacart.
Instacart faced the challenge of standing out in a saturated online grocery market during the pandemic. The brand needed to differentiate its offering and capture new levels of interest.
To do so, the brand began with a simple concept: focus on the image of the shopping cart – but reimagine its potential beyond groceries. By expanding the possibilities of the shopping cart, Instacart felt that it could capture the attention and imagination of its target audience.
To make the most of the concept, Instacart began with an event sure to attract buzz: the 2022 MTV Video Music Awards. The brand tapped key influencers and celebrities it felt could carry its message. Chief among them: rap royalty Lizzo and actress and SNL comedian Chloe Fineman.
On the night of the event, the brand thumbed its nose at the VMA’s no-food policy during the red carpet – by creating, in collaboration with designers ThreeAsFour, a dress for Chloe Fineman made entirely of snack packaging. It was an instant hit, generating buzz online and helping to position Instacart as a brand at the heart of pop culture.
Then, immediately following Lizzo’s performance at the awards show, the platform deployed its new campaign, ‘The World Is Your Cart.’ The brand incorporated Lizzo’s own Instacart order into a whimsical hero film that captured viewers’ attention with over-the-top graphics and a sensory, immersive feel – featuring larger-than-life cherry ice cream, endless neon signs, flowers galore and much more. To dial up the hype, Instacart introduced a new Marketplace shopping feature that enabled viewers to have Lizzo’s cart delivered to their door, turning every social asset into a shoppable experience.
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The campaign delivered remarkable results for Instacart. The brand garnered 2bn earned impressions across various media outlets and achieved a 302% increase in brand mentions on social media.
Average weekly visits and app reinstalls experienced double-digit growth, while the campaign generated the highest number of single-day Instacart orders and gross transaction volume for the year.
Notably, the campaign drove significant lifts in key metrics, including increased consideration, purchase intent and brand favorability, as measured by Kantar. The campaign also contributed to a higher share of incremental spend compared to evergreen media activations and resurrections, further solidifying its impact on business growth.