Working with Instacart Ads — No Cow + Perpetua Success Story

In this series, Working with Instacart Ads, we take a look at real-world examples of brand partners who have successfully used Instacart Ads to meet, and exceed, their advertising objectives.

In this article, we look at the success story of No Cow + Perpetua. Since launching on Instacart Ads with our partner Perpetua, No Cow has seen:

• 32% increase in average units sold
• 2x average CTR (click-through rate)
• 94% increase in basket penetration
• total sales year-over-year increase by 2x

No Cow was founded in 2015 by Daniel “D” Katz in his mom’s kitchen, and has now grown to be one of the most popular dairy-free protein bar brands in America. With nearly 60% of Americans navigating a degree of dairy sensitivity, No Cow focuses on making quality dairy-free, high protein, and low sugar fuel without compromising on taste.

Perpetua is building the growth infrastructure for eCommerce which includes optimization and reporting technology for the world’s smartest eCommerce businesses. In the platform, advertisers create goals based on strategy and leverage Perpetua’s AI-powered ad engine to execute tactically.

When 2020’s big shift to online shopping occurred, No Cow redirected their focus to online grocery marketplaces. They recognized the need to build brand awareness and drive new customer acquisitions by scaling their digital presence on marketplaces like Instacart.

For No Cow, Instacart’s marketplace of retailers and its Featured Product ads enabled No Cow to reach consumers that often shop across multiple grocery retailers from a single platform. And in partnering with Perpetua, they had an API agency with the expertise and tooling to optimize their ad campaigns and refine their keyword strategy.

By scaling their average monthly spend by nearly 56% with Perpetua, No Cow was able to not only increase their attributed sales by 38% and quadruple average monthly clicks, but also unlock Instacart Ad’s tiered ICIP (Instacart Customer Intelligence Platform) reporting that provides deeper insights into performance and category share data like basket penetration, aisle share, customer base growth and more.

“Because customers often use Instacart to repeatedly purchase their weekly necessities, accessing metrics like basket penetration and aisle share are crucial for us in understanding how we’re penetrating our category and driving new to brand customers with high lifetime value.” — Jeremy Dodge, Head of eCommerce and Digital Marketing at No Cow

With their investment in Featured Product ads and partnership with Perpetua, No Cow was able to quickly scale across the platform, driving a 2x increase in average CTR, double their primary aisle share since April 2020, and increase the number of units sold and deliveries per month by 260%.

Additionally, No Cow has driven a 94% increase in basket penetration (the percent of baskets on Instacart that contain the brand’s product), grown their customer base by 253%, and saw a 2x increase in total sales year-over-year.

Interested in getting started with Instacart Ads? Visit ads.instacart.com/signup. And to learn how Perpetua can help you scale your eCommerce business, contact hello@perpetua.io.

This article was published in partnership with Perpetua. To read their article, please visit their blog.