Shipt ran sponsored posts in the newsfeed highlighting local shoppers and available retailers. Additionally, the brand tested the campaign across the DC and Philly markets, using first party address data to ensure targeted neighbours lived within metros where shoppers were available. Using local substitution, Shipt leveraged our Dynamic Local Ads to dynamically insert specific neighbourhood and city names into the copy, which typically results in 50% higher engagement across sponsored posts. Shipt also provided available retailers by zip code, which dynamically populated in the copy. Shopper headshots and preference data were provided by the brand, enabling our team to create custom images for each shopper.
Both markets consistently outperformed engagement benchmarks across the entirety of the campaign, with the Philly market outperforming DC based on an average CTR of 0.3%. Female neighbours drove the strongest performance with an overall CTR of 0.31%, while weekends generated the strongest engagement, with CTR rates peaking on Saturdays. Suburban neighbourhoods contributed to the strongest lift in engagement vs urban and rural areas.
Additionally, the Shipt campaign drove organic increases in neighbour searches (26% pre/post campaign and 36% YoY) and mentions (14% pre/post campaign and 17% YoY) for “Shipt”, showing interest and recommendation which drove shopper sign ups and orders. Looking at the month prior to the campaign and month the campaign ran, neighbours exposed to Shipt drove a 33% lift in searches vs a 7% lift across neighbours who were not exposed and neighbours exposed to Shipt drove a 17% lift in mentions vs a 2% lift across neighbours who were not exposed. Posts from neighbours seeking information on Shipt (for ex: asking if others have used it, what their experience has been) generated the highest numbers of comments. We also saw posts thanking their local Shipt shopper for their kindness and diligence generating large numbers of positive reactions.
According to Moat Analytics, the campaign performed 106% above industry benchmark for Attention Quality - the percentage of impressions that converted from hovering to interacting; 28% above industry benchmark for Viewability - the percentage of impressions where at least 50% of an ad was In-View for at least one continuous second; and 210% above industry benchmark for Hover Rate - the percentage of impressions resulting in a user hovering on an ad.
1Source: GWI Core US 2022
2Source: GWI USA 2022
