Serenity Kids Takes Data-Driven Approach with Instacart

Looking to efficiently support multiple retailers, baby food brand Serenity Kids partnered with digital media agency Goodway Group in the fall of 2022 to come up with strategies for how best to work with Instacart’s retail media network. Their work together proved so successful that it drove record-breaking growth through Q3 2023.“We decided to work with Goodway Group because of their known retail media network (RMN) experience and industry partnerships — especially with leading RMNs like Instacart,” Jennie Shen, Serenity Kids director of brand marketing, told the Path to Purchase Institute. “We anticipated that with Goodway’s new strategic recommendations and expertise, we’d be able to grow our revenue and optimize our ROAS with key RMNs in ways we couldn’t before.” Serenity Kids was given early access to beta versions of new campaign types on Instacart in order to take a data-driven approach to testing the returns on various tactics and make adjustments to the program in real time. In Q4 2022, the brand tested sponsored products on Instacart Ads before moving to brand pages and shoppable display campaigns in November 2022. The tactics earned the brand the No. 12 spot on Instacart’s list of the 75 fastest-growing brands on the network. That quarter, Serenity Kids’ ROAS increased by 193% and its revenue rose by 251%.“With Instacart, we’re not viewed as just another vendor — we truly feel we’re a brand partner and can work with Instacart to maximize our partnership as much as possible,” Shen said. “Data has proven again and again why Instacart is worth investing in; when compared with other RMNs we advertise on, Instacart has consistently been the strongest-performing platform.”That success inspired Serenity Kids to increase its investment in Instacart’s RMN and continue working with Goodway to try new campaign types. Sponsored product and shoppable display ads drove a 66% year-over-year increase for the brand in Q2 2023 as Serenity Kids experienced record-breaking sales each month. A cross-merchandising campaign with WaterWipes brought in a ROAS of 6.1 for both brands in June 2023.The successes continued in Q3 2023 as Serenity Kids significantly expanded its product lines at one of the largest retailers in the Southeast U.S. According to Instacart’s quarterly report, the region became one of the brand’s top five media markets. The quarter brought in a ROAS of 7.2 and a 124% YoY sales increase, making it Serenity Kids’ highest revenue-yielding quarter to date.“Overall, we saw record-breaking numbers across the board in Q3 2023,” Shen said. “We’ve seen a ROAS that’s three times the industry average, and Instacart has been the highest driver of revenue and conversions to date when compared to other RMNs.”

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