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.

Scope

Retail Media

Paid Digital Media

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

View More Work