A large global OTC cough and cold medication brand approached JungleTopp to help them leverage the growing popularity of the grocery delivery platform, Instacart, through Instacart’s self-serving advertising platform.
The OTC cough and cold medication industry is worth $15 Billion in the United States. While the market grew by 8.4% in the last 5 years, it grew by 65.7% in 2020 alone due to Covid-19 induced fears . It’s not just the OTC medication industry that’s been affected by the pandemic, many consumer buying habits have transformed. With the growing adoption of online grocery shopping, Instacart saw a 296.5% rise in app downloads between February and March of 2020 .
Additionally, precautionary behaviours showed that consumers were more likely to buy OTC medications, with 29.3% saying they’d definitely buy and 32.1% saying they might purchase OTC medications for precautionary reasons .
These rapid shifts in consumer behavior gave the brand the perfect opportunity to position themselves on Instacart to reach more customers online.