Poppi + Tinuiti Increase Basket Penetration 50% WoW*
In this article, we look at a successful partnership between Poppi, Tinuiti, and Instacart. Since working with Tinuiti to identify opportunities on Instacart to focus their increased ad spend, Poppi has seen:
- Basket penetration increase 50% WoW*
- Weekly average first-time buyers increase 269%*
- Weekly average repeat buyers increase 704%*
Poppi makes a modern soda for the next generation, combining real fruit juices and apple cider vinegar. Each can of their lightly carbonated soda contains about one tablespoon of pure and unfiltered apple cider vinegar, made to pop with natural sweeteners and fresh fruit.
Tinuiti is a leading independent performance marketing firm with nearly $3 billion in digital media under management and over 950 employees, including industry-leading experts in search, social, marketplaces, CRM and email marketing and more. Tiuniti understands that success requires both strategy and channel expertise, deploying a proprietary suite of marketing intelligence and media activation technology.
Poppi worked with Tinuiti to identify which product lines and pack sizes represented the greatest opportunities for increased investment in ad spend on Instacart. Their objective was to drive an increase in new-to-brand (NTB) and repeat buyers ahead of the increased demand in summer months. Their analysis identified the Fruit & Classic product lines and 1- and 4-pack sizes as the best products to focus on.
Poppi increased their ad spend an average of 34% (Q2-Q3 vs Q1) and ran campaigns with highly relevant keyword targeting. They saw success in weekly average first-time buyers increasing 269% and weekly average repeat buyers increasing 704% in April compared to December.*
“Tinuiti brings a high-quality level of service each day. Their company is full of talented professionals that know how to connect with clients on a deep level,” said Graham Goeppert, VP of Digital Commerce & Media at Poppi. “We view Tinuiti as an extension of our company, and have enjoyed our long-standing relationship.”
2022 was a key moment in testing the potential of Instacart for Poppi as their retail footprint was readily growing. With the help of Tinuiti, Poppi’s tests proved Instacart to be a powerful channel which supported in-story velocity growth.
Instacart has become a sophisticated platform that allows Poppi to turn a rich media conversation with a consumer into a moment of trial. The access that it provides for brands and consumers to discover each other is unique,” said Graham Goeppert. “At Poppi, we view Instacart as a platform that supports top objectives for growing velocities at retail. The platform allows us to efficiently cast a wide net and support the majority of our in-store retail partners.”
Data provided by Tinuiti from the first three quarters of 2022.
*Prior results do not guarantee future outcomes.
Ready to get started advertising on Instacart? Then partner with us.
To learn about how Tinuiti can help you grow your Instacart business, please visit https://tinuiti.com/what-we-do/our-services/instacart/.
For more information on Poppi, visit drinkpoppi.com.
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