{"id":229579,"date":"2026-05-07T20:29:36","date_gmt":"2026-05-07T20:29:36","guid":{"rendered":"https:\/\/influencermarketinghub.com\/?p=229579"},"modified":"2026-05-22T12:51:28","modified_gmt":"2026-05-22T12:51:28","slug":"instacart-linqia-full-funnel-creator-led-storytelling-campaign","status":"publish","type":"post","link":"https:\/\/influencermarketinghub.com\/instacart-linqia-full-funnel-creator-led-storytelling-campaign\/","title":{"rendered":"The Summer of 1999:  How Instacart &#038; Linqia Unlocked Full-Funnel Results via Nostalgic Creator-Led Storytelling"},"content":{"rendered":"<p><em>This is a collaborative case study between Influencer Marketing Hub and Linqia, breaking down how Instacart leveraged creator-led storytelling to drive full-funnel results.<\/em><\/p>\n<h2><strong>Background<\/strong><\/h2>\n<p><a href=\"https:\/\/www.instacart.com\/company\/about-us\"><span style=\"font-weight: 400;\">Instacart<\/span><\/a><span style=\"font-weight: 400;\"> is delivering the future of grocery. A decade ago, Instacart introduced a new model for online grocery shopping and convenient home delivery. Today, they offer retail enablement solutions for more than 2,200 retail banners across nearly 100,000 locations. The company\u2019s intuitive, simple solutions for retailers, customers, brands and shoppers are transforming how the world shops, eats and lives.<\/span><\/p>\n<p><a href=\"https:\/\/www.linqia.com\/\"><span style=\"font-weight: 400;\">Linqia<\/span><\/a><span style=\"font-weight: 400;\"> is the leading independent influencer marketing agency in the US. Leveraging our AI-powered proprietary technology platform, <\/span><a href=\"https:\/\/www.linqia.com\/resonate-influencer-marketing-platform\/\"><span style=\"font-weight: 400;\">Resonate<\/span><\/a><span style=\"font-weight: 400;\">, we work with some of the world\u2019s leading brands to develop and execute creatively compelling creator-led strategies that deliver full-funnel results.<\/span><\/p>\n<p><iframe width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/ID0bOQdHjec?si=BSegQd_rhtw1pMXS\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<hr class=\"stag-divider stag-divider--dashed\" \/>\n<h2><strong>Goal<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Instacart wanted to be positioned as a culturally-relevant and emotionally-resonant brand that empowers consumers to live in the moment by handling their summer shopping needs. The company knew that, in 2025, consumers were struggling with the rising cost of groceries and that many were nostalgic for the prices and foods of decades gone by. So, the brand turned to influencer marketing agency, Linqia, to launch a creator-led campaign rooted in nostalgia.<\/span><\/p>\n<hr class=\"stag-divider stag-divider--dashed\" \/>\n<h2>Strategy<\/h2>\n<p><span style=\"font-weight: 400;\">Instacart offered consumers a summer promotion combining the nostalgia-fueled joy of 1999 prices with the convenience of modern-day delivery.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Linqia devised a three-pronged creator-led strategy to drive awareness of the deal and relevance for the brand, anchored on playful, nostalgia-driven storytelling.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Our plan consisted of:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Organic Creator Posting<\/strong>: Linqia identified, contracted, and briefed Instagram, TikTok, and YouTube creators with significant followings, tapping them for their reach and influence, as well as their storytelling abilities.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Asset Optimization<\/strong>: Linqia\u2019s Post-Production team edited organic creator content for use in lower-funnel paid social campaigns across Meta, TikTok, and Snap, optimizing assets to adhere to best practices for paid social creative.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>Creator Generated Content (CGC)<\/strong>: Linqia also contracted lower-following creators and briefed them to create \u201cmade for paid\u201d assets for use across paid social at a fraction of the cost of traditional production.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Overall, we created 76 assets spotlighting Instacart\u2019s throwback deals.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For the organic creator posts, we inspired influencers by giving them several creative ways in, allowing them to choose the approach that would resonate best with their engaged audiences and unique content styles.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Creative approaches included:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Delivery Roulette: surprise snack hauls;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">1 Day vs. 1 Month: \u201990s-inspired transformations;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Get Ready With Me, But It\u2019s 1999: nostalgic looks plus lunches.<\/span><\/li>\n<\/ul>\n<hr class=\"stag-divider stag-divider--dashed\" \/>\n<h2><strong>Results<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">The awareness and relevance-focused organic campaign delivered strong upper-funnel results, as measured by an independent Dynata brand lift study. Creator content drove a +20pt lift in unaided brand awareness and a +5.6pt lift in purchase intent.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Audience engagement was also above benchmark on Instagram and YouTube. Creators\u2019 Instagram Reels delivered a 6.9% average engagement rate, while creators\u2019 YouTube Shorts delivered a 5.2% average engagement rate. Meanwhile, TikTok delivered the strongest view rate at 129%.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Top-performing organic content included Reels from creators <\/span><a href=\"https:\/\/www.instagram.com\/p\/DNYaz4agTOa\/\"><span style=\"font-weight: 400;\">@aww.sam<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.instagram.com\/p\/DNEkWn2MoG8\/\"><span style=\"font-weight: 400;\">@aliciasicz<\/span><\/a><span style=\"font-weight: 400;\"> that delivered engagement rates over 7X and over 3X the Instacart benchmark.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What\u2019s more, our assets drove lower-funnel action in paid social, with Meta delivering the highest CTRs to drive purchases.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The campaign was shortlisted for the 2026 Digiday Video & TV Awards in the Best Social Video Campaign category, recognizing the quality of our video content and its efficacy in driving full-funnel results. <span>The campaign is also a finalist in 2 categories in the 2026 Shorty Awards, as well as in the 2026 Partnership Awards and 2026 PR Daily Content Marketing Awards, with industry experts identifying the case study as demonstrating best-in-class creator\/brand collaboration.<\/span><\/span><\/p>\n<hr class=\"stag-divider stag-divider--dashed\" \/>\n<h2><strong>Consumer Comments<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Comments on creators\u2019 organic posts also showed the campaign struck a chord with consumers.\u00a0<\/span><\/p>\n<p><strong>We built brand love for Instacart:<\/strong><\/p>\n<ul>\n<li><i><span style=\"font-weight: 400;\">Party like it's 1999 with your Instacart snacks! Love it!<\/span><\/i><\/li>\n<li><i><span style=\"font-weight: 400;\">dude this is my dream brand deal I love Instacart so much<\/span><\/i><\/li>\n<\/ul>\n<p><strong>We sparked cravings for \u201990s snacks:<\/strong><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\">\n<ul><\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<li><i><span style=\"font-weight: 400;\">Pass the gushers, dunkaroos and pizzarias.<\/span><\/i><\/li>\n<li><i><span style=\"font-weight: 400;\">Gushers for the win!!!<\/span><\/i><\/li>\n<li><i><span style=\"font-weight: 400;\">Bagel bites FTW!<\/span><\/i><\/li>\n<li><i><span style=\"font-weight: 400;\">Lunchablesssssss!!<\/span><\/i><\/li>\n<li><i><span style=\"font-weight: 400;\">very 90s!! also imma need those fruity pebbles pls<\/span><\/i><\/li>\n<li><i><span style=\"font-weight: 400;\">I\u2019m so hungry rn<\/span><\/i><\/li>\n<li><i><span style=\"font-weight: 400;\">Bro i can taste the nostalgia \ud83d\ude02\ud83d\ude02\ud83d\ude02<\/span><\/i><\/li>\n<\/ul>\n<p><strong>And we succeeded in tapping into the nostalgic feels, even for those born in this millennium:<\/strong><\/p>\n<ul>\n<li><i><span style=\"font-weight: 400;\">Omg I love the 90s and 80s but I was born in 2013 but I love the sour fruit rollups<\/span><\/i><\/li>\n<li><i><span style=\"font-weight: 400;\">Totally agree! (Was alive for 9 months in the 90s)<\/span><\/i><\/li>\n<li><i><span style=\"font-weight: 400;\">I want to do this for my 15th birthday<\/span><\/i><\/li>\n<\/ul>\n<p style=\"text-align: center;\"><a class=\"pink_button\" href=\"https:\/\/www.linqia.com\/case-studies\/\"><span style=\"font-weight: 400;\">Explore more influencer marketing case studies from Linqia here<\/span><\/a><a class=\"pink_button\" href=\"https:\/\/neoreach.com\/quarterly-reports\/creator-earnings-report-2025\/\"><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This is a collaborative case study between Influencer Marketing Hub and Linqia, breaking down how Instacart leveraged creator-led\u2026<\/p>\n","protected":false},"author":89,"featured_media":229580,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"limit_modified_date":"","last_modified_date":"","footnotes":""},"categories":[56],"tags":[426],"category":[7317],"target_audience":[7319,7560,7318,7523,7322],"language":[7323],"listicle_type":[],"industry":[9254,7325,7531,7340],"features":[],"services":[7347,7328,7343,7342,7331,7353,7427,7330,7417,7344],"class_list":["post-229579","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-influencermarketing","tag-educational","ai_category-influencer-marketing","ai_target_audience-agencies","ai_target_audience-b2c","ai_target_audience-brands","ai_target_audience-consumers","ai_target_audience-creators","ai_language-english","ai_industry-brands","ai_industry-ecommerce","ai_industry-fmcg","ai_industry-food","ai_services-advertising","ai_services-analytics","ai_services-branding-core-brand-visual-identity","ai_services-content","ai_services-creative","ai_services-influencer-marketing","ai_services-paid-media","ai_services-performance-marketing","ai_services-ugc","ai_services-video-marketing","ai_networks-instagram","ai_networks-meta","ai_networks-snapchat","ai_networks-tiktok","ai_networks-youtube"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.3 (Yoast SEO v26.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Summer of 1999: How Instacart &amp; Linqia Unlocked Full-Funnel Results via Nostalgic Creator-Led Storytelling<\/title>\n<meta name=\"description\" content=\"Instacart achieved a +20pt lift in brand awareness using nostalgic creator content. 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