THE CLIENT | INSTACART
Instacart is the leading online grocery platform in North America.
Offering same-day service, Instacart shoppers deliver fresh groceries and everyday essentials to busy American and Canadians. Instacart has partnered with more than 700 beloved national, regional, and local retailers — including unique brand names. Its network includes more than 65,000 stores across more than 5,500 cities in North America. Instacart’s platform reaches more than 85% of U.S. households and 90% of Canadian households. The company’s cutting-edge enterprise technology also powers the eCommerce platforms of some of the world’s biggest retail players, supporting their white-label websites, applications, and delivery solutions.
Instacart needed to convert students from traditional shoppers to digital commerce customers.
However, hungry college students weren’t their only audience. Instacart also needed to recruit personal shoppers to mobilize the delivery service.
When Instacart expanded to 25 campuses, CMG was there to assist in their efforts via on-campus activations, door hangers, kiosks, and posters. This public campaign found creative ways to gain significant attention quickly.
Following the pandemic, QR codes are back. That means advertisers are now using more signs and other printed materials. Posters, along with other forms of location media on college campuses, have become one of the hottest ways to reach students. Once upon a time, posters were primarily an awareness piece. Now, they generate significant digital traffic for brands. Instacart’s campaign consisted of 100 posters placed in strategic, high-traffic areas on each of 14 college campuses in their target markets.
CMG’s outdoor kiosks raise brand awareness while maintaining a focused audience. Instacart chose to include kiosk signage at UCLA, San Francisco State, and City College of San Francisco.
Nothing beats good old-fashioned human interaction when it comes to advertising. CMG’s brand ambassadors represent the client’s brand on campuses they already know well. A team of ambassadors engages directly with students, informing them about the product or service, and distributing sales materials and giveaways.
- Instacart activated on 25 campuses.
- Each team consisted of three ambassadors and one manager.
- Each spent two days on their respective campus.
- Thousands of students received Instacart Express cards.
- Ambassadors encouraged students to post on social media.
Door hangers proved useful for more granular targeting. While digital options allow hyper-targeting, door hangers delivered a physical sample, gift card, or collateral directly to students at their off-campus housing residences