OLIPOP Doubles Sales and Share on Instacart
OLIPOP launched in 2018 making soda crafted to support digestive health by including a blend of plant fiber, prebiotics, and botanicals in their range of 15 delightful flavors. They recognized early on the need to build awareness and drive trial as they created a new category of functional soda and have been advertising on Instacart for years, seeing encouraging results from 2020 onwards— they’ve increased their investment in ad spend on Instacart significantly and earned an almost 12x increase in attributed sales.
Effective strategies for success
Over the past year, OLIPOP has doubled their share of the beverage category on Instacart. Within the soft drinks category specifically, their share grew by 457% YoY.
Partnering with Hayden Consultancy since December 2022, OLIPOP has implemented an effective strategy coupled with robust investment in Instacart. By focusing on balancing their branded and non-branded spend and optimizing campaigns across sponsored product, display, and shoppable display ads, they were able to double sales and achieve a 181% increase in new-to-brand sales on Instacart year-over-year (YoY)*. This growth was accompanied by a steady return on ad spend (ROAS) of over 4x and continuous profit gains.
Looking ahead: continued growth and expansion
“We have a positive and collaborative relationship with Instacart, meeting regularly to review and discuss campaign performance. We treat Instacart as an important Omnichannel partner for our marketing tactics,” said Leah Dockstader, Sr. Trade and Shopper Marketing Manager at OLIPOP. “Ecommerce channels like Instacart represent a growing part of OLIPOP’s business as we experience growth in both in-store and online sales. Our commitment to being the category leader, setting the gold standard for a delicious functional soda backed by science, will continue to be a key driver of our success in the market.”
*Prior results do not guarantee future outcomes. YoY comparison Sep ‘22 to Sep ‘23
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