Instacart Debuts $1m Ad Initiative to Boost Black-Owned Brands
Grace Mahas — June 11, 2021 — Business
References: marketingdive
Instacart, the e-commerce platform, recently announced a new initiative designed to boost Black-owned brands. The $1 million ad initiatives will feature Black-owned CPGs in prominent advertisement placements and offering eligible businesses Instacard Ads credits for featured product offerings, resulting in higher visibility.
In addition, Instacart is creating more resources for Black-owned brands, "including a designated team focused on supporting participating brands and a monthly training series to help brands maximize the impact of their ad campaigns."
The inclusive initiative is “just a first step” for Instacart as it looks to offer “equitable outcomes for historically underrepresented entrepreneurs and brands and create more opportunities for more companies to flourish,” Seth Dallaire, Instacart’s chief revenue officer, said in a statement.
Image Credit: Instacart
In addition, Instacart is creating more resources for Black-owned brands, "including a designated team focused on supporting participating brands and a monthly training series to help brands maximize the impact of their ad campaigns."
The inclusive initiative is “just a first step” for Instacart as it looks to offer “equitable outcomes for historically underrepresented entrepreneurs and brands and create more opportunities for more companies to flourish,” Seth Dallaire, Instacart’s chief revenue officer, said in a statement.
Image Credit: Instacart
Trend Themes
1. Black-owned Brand Support - Opportunity for other ecommerce platforms to create similar initiatives to support underrepresented entrepreneurs and brands.
2. Diversity & Inclusion Practices in Ecommerce - Opportunity for other ecommerce platforms to prioritize diversity & inclusion practices in their operations.
3. Advertising Initiatives for Small Businesses - Opportunity for other ecommerce platforms to create advertising initiatives specifically for small businesses.
Industry Implications
1. Ecommerce - Ecommerce platforms can use this initiative from Instacart as inspiration to promote diversity and inclusivity within their operations.
2. Advertising & Marketing - Advertising and marketing agencies can create initiatives to support underrepresented entrepreneurs and brands.
3. Retail & Consumer Goods - Retail and consumer goods companies can implement initiatives to support and promote small businesses, especially those owned by underrepresented groups.
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