Instacart creates ‘Instacat’ to make online shopping more like the real thing
This article was originally published in Digiday.
The bodega cat is a familiar figure to any New York City resident. Now, Instacart has made its own version of the feline friend for grocery delivery users.
Instacat (yes, Insta-cat) is a new browser extension for Google Chrome launching June 21 that lets desktop users see a cartoon cat jump around while they shop on Instacart. Instacart hopes the playful extension, created with agency MSCHF, gives Instacart an edge over other grocery and food delivery services.
“We decided to go with Instacat because people are familiar with the neighborhood cat that often hangs out at your neighborhood convenience store, and genuinely, people love cats, so it was a playful way of connecting with people,” said Guillaume McIntyre, Instacart’s head of digital marketing.
The extension is reminiscent of Instacart’s early growth, which was driven by word of mouth rather than a big investment in advertising. Instacart gained a formal marketing team when McIntyre joined in April of last year, and now, the majority of Instacart’s marketing dollars are spent on Facebook, Google and programmatic. MediaMath currently serves as Instacart’s sole DSP.
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