In a year when the world longed for social interaction, we wanted to inspire people to connect with friends and family. Our 2020 holiday influencer campaign was born of this idea. By showcasing our ability to bring people together in the age of social distancing, we believed the campaign could inject a little optimism into a difficult time. The result would increase brand awareness, improve brand consideration, and inspire brand love.
Cue Snoop Dogg and Gabrielle Union, real-life friends and stars of the video campaign. The setup is simple: By sending Snoop a Shipt delivery with all the ingredients to make cookies and cocktails, Gab kicks off an afternoon of virtual merrymaking. Like flies on the wall, we watch their rapport in all its authentic, light-hearted, and effortless charm.
Across a variety of assets, we illustrated how easy it is to shop with Shipt, how fun it can be to send and receive a Shipt delivery, and how that delivery can encourage connection. The campaign began with a fun 15-second teaser to pique viewers’ interest. A few days later, we released the full 4-minute video, which was packed with quotable moments (who knew Snoop was an environmentalist?). To ensure that the content was as useful as it was entertaining, we also made two 40-second videos. One video featured the duo explaining how to make a cocktail; the other video showed them baking cookies. We even cut a take of Snoop giving a personalized shout-out to Shipt Shoppers – our own chance to connect with the most important members of our team. We finished the campaign with a non-profit collaboration with the Snoop Youth Football League to surprise 10 deserving families in LA a special message from Snoop and $1000 in gifts, groceries, and essentials for the holidays.
We chose Snoop and Gab not only for their reach (they boast more than 73 million combined Instagram followers) but also because they care deeply about their communities. Both actively volunteer and donate to nonprofits, and both support causes that prioritize social justice initiatives and racial equity. These are values that Shipt lives by, both internally and externally. And while Gab speaks to our core demographic of professional, busy moms, Snoop broadens our appeal among male millennials.
The campaign received over 7 million organic impressions and 1 million organic engagements. Additionally, the campaign resulted in 304 million media impressions, with coverage from more than a dozen national media outlets including US Weekly, People, and The Hollywood Reporter. The content was used to support our paid media and customer engagement strategies resulting in a +78.4% increase in AOV and the highest-grossing email for the Q4. But it was the social media responses that spoke the loudest: “This is my type of commercial,” said one user. Said another: “WE NEED MORE OF THIS.”