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You’ve got this parents.
ACD Instacart ‘23With Back to School season comes chaos and fleeting moments, often evoking nostalgia for simpler times when choosing the coolest backpack or finding out whether hugs are still cool were the biggest concerns.
So, when tasked with establishing Instacart as the one-stop destination for hassle-free Back to School shopping for busy families with kids, we looked to human-first insights to develop a campaign to drive brand awareness, marketing performance, and ad sales revenue. We identified a core insight: that the majority of Back to School shoppers are parents of Gen Z teens seeking affordable solutions aligned with modern parenting styles to further the connection with their teens (who are growing up too fast).
The resulting integrated campaign, "You've Got This, Parents," highlights the universal truth that nobody, not even parents, has everything figured out. We all rely on support from our community and tools like Instacart to navigate the demands of daily life, enabling us to spend more time cherishing moments with the ones we love most.
Company Blog
Ad Week
Upper Funnel, Awareness: OTT, OLV & Linear
Pink Hair: Instacart makes Back to School shopping for the perfect backpacks, notebooks, & more the easy part! Watching your kids grow up right before your eyes? Now that’s another story 🥺.
Mid-Lower Funnel, Consideration & Conversion: Affiliate, App Store, Audio, Direct Mail, Display, Organic & Paid Social, and Press
Art Direction - Jess Guy
Copy Lead - Megan Tuohy
Motion Lead - Matthew Allen
ECD - Taylor Erin
Director - Stephanie Gonot
Strategy - Glenda Garcia