Goal:
Highlight use case for people who place orders for during the week to stock up their daily snacks and drinks.
HOW:
Spotlight those with a drink & snack filled desk top that is especially relatable for those who work from home or chronically desire a multitude of options. We wanted to celebrate this way behavior so that people feel seen rather than critiqued.
To make these images and videos timeless, we chose to use generic brands. However, this posed a challenge since many generic products appear too plain and may reduce the images' appeal. To address this, I collaborated with our illustrator to create various beverage brands for the shoot.
Down the funnel
These visuals were then transformed into a full-funnel suite of assets across growth marketing channels, including paid social, direct mail, App Store ads, and display. By pairing the creative with sharp, direct-response copy, we spoke to real user behavior and framed Instacart as the go-to solution for everyday convenience. The campaign not only met users where they were—it made them feel seen.
