Challenge

FreshDirect, a leading grocery delivery service, sought to amplify its reach and drive new customer acquisition in New York City during the COVID-19 pandemic.

Solution

FreshDirect partnered with AdQuick and Quan to reach city dwellers en masse via measurable OOH advertising. “You can’t reach all of NYC with one TV commercial” explains Katie Zapata, FreshDirect’s head of brand marketing, “but [OOH] reaches a large number of people, so it’s a great way to provide surround sound for our other media.”

And, using AdQuick’s proprietary OOH attribution solution, FreshDirect was able to directly measure visits to the FreshDirect site and app that resulted from an OOH ad exposure.

Results

The campaign generated 73,855 online conversions, at a 6.527% conversion rate –– far exceeding expectations. Additionally, over half (53.9%) of the site visitors accessed their ecommerce checkout flow.