For over a decade, Instacart has reshaped how people shop for groceries, relying on over half a million gig workers to meet growing delivery demands.
Our team was tasked with creating Instagram and Facebook campaigns to attract new Instacart Shoppers while reducing acquisition costs at scale. Collaborating with Instacart’s performance marketing and brand teams, we iterated on successful past ads and developed fresh concepts to engage and convert potential shoppers, ensuring a steady pipeline of new sign-ups.
As lead copywriter, I crafted messaging for static and video ads. Each week, our team tackled two creative briefs approved by Instacart stakeholders, allowing us to pivot quickly based on testing results.
Over 11 months, I contributed to 65 briefs, delivering 393 assets, including 136 videos—an average of 8 new assets weekly. This work, combined with a data-driven testing approach, significantly lowered Instacart’s cost per acquisition for new shoppers.
Less meetings more mangos
