Instacart Optimization
Post Consumer Brands
Ovative helped smoothly transition Instacart account ownership, stand up robust reporting using EMR values, and grew and expanded Posts’s Instacart account.
Opportunity
Within the first 90 days of managing Post’s Instacart program, Ovative was able to drive immediate impact through campaign restructuring and measuring to Enterprise Marketing Return (EMR), Ovative’s proprietary, unified optimization metric.
Impact
- 93% increase in ROAS in first 90 days (as compared to previous 90), allowing continued ability to scale Instacart program
- 13% increase in total Instacart sales in first 90 days – showcasing a consistent growth in market share and major sales impact
- 35% of advertised sales were from non-brand in Nov., up 24% MoM, signaling incremental opportunity within non-brand tactics
Approach
Smoothly transitioned account ownership from previous agency while implementing best practices, including:
- Restructuring campaigns to create room for automated bidding, and targeting mining strategies to push performance volume efficiently as we scale
- Implementing consistent budget monitoring and daily pacing to ensure campaigns are fully funded and we are spending appropriately to performance
Stood up robust reporting and applied EMR values to our strategy by:
- Incorporating SKU-level margin data into our reporting to optimize to highest performing products, and breaking out lower-margin products into their own bidding rules
- Applying assumption-based incrementality factors into our reporting to measure true impact
Grew and expanded account through:
- Rolling out strategy for Display Banner campaigns, broken out by keyword tactic as well as Retention and Acquisition audiences
- Implementing more granular conquesting strategy for Malt-O-Meal resulting in higher CTR and sales
- Supporting Peter Pan almond butter products, helping these products generate highest weekly sales data
- Applying learnings from Instacart overall insights into investment decisions with keyword/non-search placements
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