The social strategy behind Instacart’s Canadian debut.

Instacart’s first-ever Canadian campaign needed more than awareness- it needed trust. I built the social system behind the launch, connecting creative, creators, and culture under one clear platform: “Groceries That Overdeliver.”

From strategy to execution, the focus was on how Canadians actually scroll- human, quick, and real. We partnered with Iron Chef Susur Lee, Sangita Patel, SophEats, Lauren Kyle, and Austen Alexander to balance reach with resonance, mixing mass appeal with community credibility.

Creator-led content that drove 60M+ views, reduced cost-per-interaction by 40%, flipped sentiment +36 points positive, and helped Instacart overtake Uber Eats in awareness nationwide.

Because when content feels genuine, culture follows.