For over a decade, Instacart’s online grocery shopping and home delivery has transformed the way the world shops, eats, and lives. To do this, Instacart relies on over half a million gig workers to supply deliveries for its customers’ ever-expanding shopping needs.
Our team was asked to create paid campaigns for Instagram and Facebook geared to acquire Instacart Shoppers while lowering costs at scale. We partnered with the organization’s performance marketing and in-house brand teams to iterate on past high-performing social ads, while generating new concepts to engage, convert, and maintain a steady flow of new shoppers on Instacart’s platform.
As lead copywriter, I was responsible for developing language for static and video social assets for social media. Each week, our talented team of designers and writers would sprint on two creative briefs approved by Instacart stakeholders. This system gave us the flexibility to pivot as needed to optimize based off of testing results.
In 11 months, I worked on 65 briefs and delivered a total of 393 assets, 136 of which were videos—an average of 8 net-new assets produced each week. Using these social ads combined with a rigorous testing strategy, we were able to significantly lower Instacart’s cost per acquisition for new shoppers.
Less meetings more mangos
