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The campaign centered on a social commerce strategy to drive sales by fusing brand engagement with instant shopability. Taylor Farms was one of the first brands to launch within a partnership of TikTok and Instacart. The program integrated Instacart audience data with TikTok ad targeting capabilities, leading to the first time the brand could reach consumers directly through social media and drive them to purchase. This created a seamless shopping experience, transforming inspirational short-form video content on TikTok into verified purchases via Instacart in just a few taps. The initiative represented the first time Taylor Farms was able to activate a model where consumers could purchase at the moment of inspiration, successfully bridging the gap between discovery and immediate product fulfillment.
The pilot immediately established a clear path to purchase and proved its viability by exceeding key performance benchmarks, making Taylor Farms the top performer within all alpha partners. Based on initial results, we extended the program in real time.
CTR: surpassed the benchmark of 0.12%, garnering a 0.51% CTR, driving high-intent traffic from TikTok to Instacart.
Sales/Fulfillment: 29,046 purchases through the program.
Incrementality: led to a 4.7% incremental lift for purchases, above what naturally would have occurred within our Instacart buy.
Brand Measures: saw a 20% increase in ad recall, 17% increase in awareness, 9% increase in purchase intent and 11% increase in preference, beating CPG norms by at least 3x across all measures.
Please note: the case study video & results are highly confidential and legally cannot be published should we win; they are for judging purposes only.
