Danone Excels with 33% New-to-Brand Customers Gained by Instacart x The Trade Desk Campaign

Danone is a leading global food and beverages company with one of the most nutrient-dense and relevant portfolios in the industry. As the maker of some of the most popular yogurt, plant-based, coffee, waters and specialized nutrition brands, Danone is part of everyday life in millions of households around the world. Danone’s Silk brand, which includes plant-based beverages, creamers and yogurt alternatives, was aiming to grow share while maintaining a presence against core and previous Silk purchasers. Danone was looking to drive incremental sales and own the morning occasion, while maintaining a presence with core and previous Silk purchasers. 

Danone activated a campaign on The Trade Desk that leveraged Instacart’s purchase-based data, enabling Danone and the Silk brand to reach category purchasers. Through the Instacart & The Trade Desk partnership, brands can layer Instacart first-party audience data, based on purchase behaviors, into programmatic campaigns via The Trade Desk, that run across CTV, audio, video, and display formats. Instacart offers robust audience segments, including purchasers of specific categories and brands, as well as reaching lapsed or new-to-brand buyers.

Danone ran both display and video assets—both using audience segments built from Instacart data. Audiences included current and new-to-brand consumers, lapsed brand consumers, and audiences who purchased from the plant-based category and complementary categories. The ability to execute a more holistic media buy across the funnel allowed for greater impact, with reduced overlap and excess frequency – key benefits from the Instacart and The Trade Desk offering. 

This approach also provides awareness, consideration, and conversion metrics, so brands can better account for the impact of their media buys. This includes the ability to attribute sales from users who are new-to-brand (NTB) buyers. 

The display campaign contributed to Danone building presence with current and new customers (+33% new-to-brand customers on Instacart, vs. other campaigns on The Trade Desk). Danone also saw 93% unique person reach against all other Silk campaigns, meaning 93% of users reached on the display campaign leveraging Instacart first-party data were incremental to users reached on all other Silk campaigns running through The Trade Desk.

“We saw strong performance from the campaign, especially when looking at NTB metrics, where Silk saw ~33% of users who purchased Silk on Instacart post-exposure being new-to-Silk. Those consumers contributed roughly 18% of the ad-attributed sales during the campaign flight,” said Kevin Manke, Director, Media Data, Tech & Operations at Danone.

“For the first time, Danone was able to combine the purchase data from Instacart with The Trade Desk’s inventory marketplace and frequency controls to reach shoppers in-market for Silk products. Consumers reached from the Instacart audiences were 93% incremental against all other Silk targeting strategies, proving the uniqueness of the data. We’re excited to continue helping Danone achieve their goals,” said Liz Connor, Senior Trading Specialist at The Trade Desk.

Reach out to your Instacart representative to learn more on how you can start leveraging Instacart first-party data for your campaigns in The Trade Desk.

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.

¹Unique reach is found by running ID/household overlap analysis against impressions served. Reporting ran against all other Silk campaigns running during the same time frame (7/30-8/31).