Reckitt Achieves 16.5% Incremental Sales Lift from Instacart Ads
Reckitt’s sales lift test proved a 16.5% incremental sales lift* from their sponsored product ads and a positive incremental return on ad spend (ROAS) result.
Reckitt is the company behind many recognizable and trusted brands in hygiene, health, and nutrition, including Air Wick, Clearasil, Mucinex, Lysol, Veet, Enfamil and more, with more than 20 million of their products selling every day globally.
Reckitt partnered with Instacart to run a sales lift test on their sponsored product ad campaigns. These tests leverage industry-leading methodology to demonstrate the true, causal sales impact of sponsored product ads on Instacart by comparing the sales of two randomly selected groups, one that is exposed to the ads being tested and a control group that is not.
The ‘sales lift’ of these tests, described in a previous post, measures the incrementality of the ads by calculating the difference between the two groups. The difference is a measure of the incrementality or sales lift of the ads and represents the sales on Instacart that would only have occurred with running the ads.
When Reckitt ran their lift test in Q3-Q4 of 2022, they saw an incremental sales lift of 16.5% from their ad campaign on Instacart. The test also showed a positive incremental return on ad spend (ROAS).
“At Reckitt, we rigorously measure returns on activations we run so we can make data-driven decisions and invest in the most effective and efficient way,” said Kalina Kozak, eCommerce Key Account Manager. “I appreciate the opportunity to partner with Instacart and learn about true incrementality of sponsored product ads that is validated through a scientifically executed study. I was thrilled to see strong results, which reassure me the direction of our investment is right. It is also a great proof of performance we can share with leadership, and the results of the study help us with budget allocations.”
Instacart remains committed to providing our brand partners with the data and analysis they need to make informed decisions about budget allocations and map out strategies for achieving their brand goals. The sales lift testing process is just one recent example of the type of partnership available to CPGs who work with us.**
“We are always excited to partner with Instacart and pilot new opportunities. Our experience with Instacart’s lift study has been great – the study has run seamlessly,” said Kalina Kozak, eCommerce Key Account Manager. “Behind the scenes, the Instacart analytics team developed a thorough analysis and walked our team through the methodology where we could ask questions and share feedback. Insights like these are not something that is being easily shared by other platforms. We appreciate our partnership with Instacart.”
By working collaboratively with brand partners like Reckitt, we can better help them achieve results for their specific goals and provide the data and analysis they require to have confidence to invest incremental budget.
For more information on Instacart Ads, visit ads.instacart.com
For information on Reckitt, visit www.reckitt.com
*Prior results do not guarantee future outcomes
**Lift testing services may not be available to all partners. Please consult with your account team
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