Molson Coors Drives Sales With Instacart and Meta Campaign

New Offsite Media Capability Moves Customers from Feed to Cart

Molson Coors produces many beloved and iconic beer and beverage brands that people enjoy all year long. Molson Coors is also a top brand partner of Instacart. Molson Coors and Instacart have partnered since 2021 with Molson Coors leveraging the expansive suite of Instacart advertising technologies and tools to support the sales and growth of its brand portfolio and awareness of the beer category online. Most recently, Molson Coors was one of the first brand partners to leverage Instacart data to pilot our new offsite advertising capabilities with Meta.

CPG brands face a wide range of options when planning their marketing strategies across various channels and platforms. At Instacart, we work with more than 6,000 brands to help them create specific campaigns that they can easily adjust and measure to see clear results not only on Instacart but, most recently, off of Instacart too. This ensures that companies can better optimize and measure the true impact of their investment across channels by leveraging our closed-loop insights. Leveraging the Instacart marketplace, we can offer deep insights and create ad experiences that drive action.

Finding New Customers on Facebook and Instagram

CPGs, like Molson Coors, partner with Instacart every day to connect with a valuable, high-intent audience of consumers while they shop for groceries. But Molson Coors also wanted to reach people when they weren't shopping for groceries or everyday essentials. Molson Coors was looking for a new way to find and connect with valuable legal drinking age Instacart customers, specifically those active on social networks like Facebook and Instagram, in between shopping sessions. Meta's social media platforms - Facebook and Instagram - are particularly powerful channels to reach legal drinking age consumers at scale in those in-between moments. Molson Coors understood the importance of reaching those consumers outside of their grocery shopping routine because - as we all know - inspiration can happen at any time.

Molson Coors needed to work with a partner that could help with campaign management and use first-party data to bring its products to the right social media audience. They wanted to maximize visibility for flagship brands such as Coors Light, Miller Lite, and Simply Spiked during social moments when their target customers would be engaged.

Enter Instacart offsite Meta campaigns. Molson Coors leveraged the power of Instacart closed-loop, first-party data for its media buys across Facebook and Instagram to help them achieve more targeted reach and more actionable ads for consumers. 21+ consumers scrolling on Facebook and Instagram who saw these ads could then seamlessly purchase Molson Coors' advertised products on Instacart as part of Molson Coors' campaign - and get them delivered in as fast as an hour. To understand campaign performance, Molson Coors leveraged an Instacart integration with Meta's Advanced Analytics, a measurement tool that enabled Instacart to measure sales from users who viewed the Meta ad.

Delivering Results for Molson Coors

Molson Coors' Instacart offsite media campaign on Meta reached over 2.9M impressions and over 350K unique consumers while achieving a 4.2x return on ad spend (ROAS) in a span of two weeks of the campaign. In addition to the strong results in reach and attributed sales, 65% of purchases came from customers who were new to the Molson Coors portfolio of brands on Instacart. With the Instacart "New to Brand" metric, advertisers can refine their strategies to ensure they are effectively reaching and converting new customers, which is crucial for sustained business growth and market expansion. Focusing on attracting new legal drinking age customers rather than just selling to existing ones really paid off, helping Molson Coors grow and reach more people.

"We're thrilled with the outcomes of our Instacart offsite media pilot campaigns on Instagram and Facebook-it has proven instrumental in helping us engage new legal drinking age customers and drive impactful sales," said Kacy Raffe at Molson Coors. "Encouraged by these results, we're excited to continue innovating in these channels to keep reaching and engaging new customers."

Today, Instacart powers alcohol delivery and pickup in 27 states plus Washington, D.C. and 2 provinces in Canada. Instacart enables alcohol delivery from more than 600+ national and independent retail partners, spanning more than 21,000 stores.

*Prior results do not guarantee future outcomes.

This post contains third-party claims and advertisements. Instacart does not make any representation as to the accuracy or suitability of any of the information provided herein by our third party advertisers.

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