Mission

To create brand awareness among college students (driving consideration and trial).

Objectives and Tactics

Explain the difference between Instacart and Instacart +

• Tactic 1: Verbiage used (not subscription!!)

• Tactic 2: Emphasize the INSTANT service and convenience

• Tactic 3: Explain how there is a subscription for Instacart +, and benefits and deals

Consumer day in the life

Airport Package

Digital Screens

• Wallscapes

  • PDX and Eugene--Inside airport/construction sights

• Package: $50,000

• Units: 2 packages

• Total: $100,000

Window Cling-Ons

Eugene, Corvallis, Portland (around PSU) (Similar to DoorDash)

• CPM: $7 per cling

• 515 per city

  • 1,545 in total

• Total Cost: $10,815

Map of Clings for Eugene

Bus Stops

CPM: $2,000

• Units: 4 Per City

  • 12 in all

• Total Cost: $24,000

Map of Bus Stops for Portland

Map of Bus Stops for Eugene

Target Audience

College students 18-24

Emphasize how they don’t just deliver groceries, they have “everything”

• Tactic 1: Instacart sticker (like DoorDash) outside of participating stores, especially near college campuses

• Tactic 2: Showing in ads that they deliver from the stores

• Tactic 3: Create brand-specific deals on the app to create awareness and business / student discounts

Timing

The campaign will run from Mid- December to Mid-February

OOH

When: January 1st-31st 2024

• Cities: Portland, Corvallis, and Eugene

$5,000,000

Be where the students are

• Tactic 1: Advertise around campus

• Tactic 2: Student deals (20% off your first month of Instacart +)

• Tactic 3: Partner with top athlete (The Boe Nix essential shopping cart)

Airport Package:

• CPM: $50,000 X 2

• Total Cost: $100,000

Bus stop:

• CPM: $2,000 X 12 (4 in each city)

• Total Cost: $24,000

Weeks on Air-

• Mid-December to January 15th

• Ad heavy through January 5th then place fewer ads

Network Mix-

• ABC- NBA Christmas Game

• ESPN- NBA Early Prime Time

• ESPN- NBA Late Prime Time

Streaming

Flight: Mid-December to Mid-January

ESPN +:

• CPM: $50

• Impressions: 10.3 million

• Total Cost: $513,000

Social Media

Duration: 6 weeks

Instagram:

• CPM: $4

• Cost: $500,000

• Total Imps: 125 million

Bo Nix Partnership

Instagram Story

Snapchat Story

Cinema

Night Swim:

• CPM: $55

• Impressions: 1.82 million

• Total Cost: $100,000

Theater Ad

Other Media Placements

Quizlet Ad

Television

TV Placements

Map of OOH for Eugene

Budget

Overall Cost: $1,539,000

Youtube:

• CPM: $9

• Cost: 500,000

• Total Imps: 55.56 million

Potential Campaign Names:

• How To Eat Like A Heisman

• Bo’s Basket

• Be Like Bo

• Day In the Life (meals)

Banners on Quizlet:

$10 CPM x $50 million IMPS = $500,000

Eugene Billboards

Portland Billboard

Billboards

CPM: $10,000

• Units: 5

• Portland: 1

• Eugene: 3

• Corvallis: 1

• Total Cost: $50,000

Corvallis Billboard

Cost For OOH:

Billboards:

• CPM: $10,000 EACH X 5

• Total Cost: $50,000

Cling-ons:

• CPM: $7 EACH X 1545

• Total Cost: $10,815

Overall Cost: $184,815

Unit Length-

• Start with 60s and 30s

• Ending with 30s

Weight per Week-

• 2-3 per day

• 2-3 per time slot

Hulu:

• CPM: $45

• Impressions: 11.4 million

• Total Cost: $513,000

Total Cost: $1.5 million

Overall Cost: $300,000

Total Cost: $1 million

OOH: $184,815

TV: $401,088

Streaming: $1,539,000

Cinema: $300,000

Social: $1,575,000

Other: $1,000,000

Total = $4,999,903.00

$97 left over

Dayparts-

• Prime for basketball games

Cost-

• ABC: $101,878

• ESPN- Early Prime Time: $107,222

• ESPN-Late Prime Time: $191,988

  Total: $401,088

YouTube TV:

• CPM: $45

• Impressions: 11.4 million

• Total Cost: $513,000

Snapchat:

• CPM: $3.50

• Cost: 500,000

• Total Imps: 142.86 million

Costs: $75,000

This will fall under Social costs

There may also be associated costs with the Billboards

Youtube Ad

Aquaman:

• CPM: $55

• Impressions: 1.82 million

• Total Cost: $100,000

Hunger Games:

• CPM: $55

• Impressions: 1.82 million

• Total Cost: $100,000

Google Ads:

$15 CPM x $33.33 million IMPS = $500,000

Grand Total