Gift her a Mom-ent

ACD Instacart ‘22

For Mother’s Day, we showed mom and gifters that Instacart has the thoughtful and unique gifts Mom wants from the stores she loves, so that she can enjoy a relaxing Mom-ent to herself... even if it’s interrupted within seconds. Because being gifted a decadent box of chocolates and then being forced to share it? Well, there’s nothing more Mom than that.

To bring this integrated campaign to life, we started with the insight that in most families, things just don’t “happen” without moms—the heads of households who take on the invisible labor to keep everything running smoothly. Partnering with real moms across the team, we identified our idea, pitching and securing approval from key stakeholders. We then developed a content approach that could scale to span 150+ placements across the full-funnel campaign: early demand (awareness), skip the ship (consideration), and last-minute savings (conversion).

As a result, we achieved significant outcomes, including a 20% lift in activations, organic press coverage with the video featuring "Hey Ma" by Cam’ron gaining buzz across social media, and key insights for optimizing future campaigns.
Upper Funnel Awareness: OTT, OLV & Linear

Lower Funnel Conversion: OTT, OLV & Linear

Mid-Lower Funnel, Consideration & Conversion: Affiliate, App Store, Audio, CRM, Direct Mail, Display, In-App, Organic & Paid Social, and Press

Art Direction - Jess Guy
Copy Leads - Megan Tuohy, Ryan Nickum, Sofia Perez
Design Leads - Renee Hodenfield, Tiffany Rogers, June Lee
Motion Lead - Matthew Allen
ECDs - Philip Lowe, Taylor Erin
Director - Stephanie Gonot
Strategy - Glenda Garcia

Rachel Sparks