Instacart initially tapped Just Drive Media to improve communication with customers on social media and to help drive organic social efforts. However, as one of the services millions of consumers turned to during the pandemic, the company’s needs changed almost overnight.
Pre-pandemic, Just Drive Media designed a playbook and hosted a workshop to guide Instacart’s customer service agents as they communicated with customers on social, while also relaunching the company’s Twitter channel and creating social-first content for Instagram. However, app downloads increased 218% month-over-month in March 2020, and three years’ of projected growth occurred within a period of 30 days, as CTO Mark Schaaf noted in a VentureBeat interview. Amid sudden surging demand — including a 10x+ increase in social mentions from February to March — we expanded our scope to provide much-needed partnership in additional areas, including supporting Instacart’s social customer service team to help address dramatically increased inquiries.
This growth period for Instacart was a pivotal moment: during a global crisis, Instacart’s service became essential for many families. Just Drive Media seamlessly plugged in across multiple channels to act as an extension of Instacart’s team and ensure the client felt supported during a time of increased pressure.