Gopuff is a leading instant-commerce platform that delivers a wide range of consumer products in as fast as 15 minutes, including groceries, snacks, alcohol, and household items in the United States and the United Kingdom.
Unlike most delivery apps that rely on third-party partners, Gopuff operates a fully owned and operated fulfillment network that gives them control over inventory, pricing, speed, and availability. With acceptance of SNAP EBT and HSA/FSA eligible products, Gopuff serves an increasingly broad spectrum of shoppers and needs.
Gopuff’s core business priority is to accelerate new user growth by educating consumers on what makes Gopuff different, reinforcing Gopuff’s relevance across everyday needs and moments, and expanding reach to new audiences and untapped household segments. The focus also included driving first-time orders through compelling value and differentiated offerings, and strengthening awareness of curated assortments, exclusive products, and seasonal shops.
Shoppers increasingly expect delivery to be fast, affordable, and reliable.
At the same time, shoppers are more closely comparing fees, product prices, and speed before choosing where to place an order from. To drive trial, Gopuff needed to clearly articulate its everyday value while speaking to many types of instant-need moments across categories.
To drive new user acquisition at scale, our strategy combined a multi-layered media approach with a focused creative framework to ensure Gopuff communicated its differentiated value across a wide variety of shopper needs.
Search + Shopping: Promoted Gopuff as a shopping option for consumers already searching for essentials, convenience items, and specific products. Shopping placements expanded visibility by surfacing products Gopuff carries, then enabling customers to purchase those items with ease.
App Store: Helped convert high-intent prospective users at the moment when they were exploring what to download next.
Social: We leaned on channels where creatives could show, not just tell, how Gopuff fits into everyday routines. A mix of static, video, and dynamic product formats was used to encourage trial. Alongside paid social, influencer content played a role in building credibility, while UGC helped demonstrate additional real-life use cases.
Programmatic: Extended visibility across in-app, web placements, and CTV, while still maintaining focus on conversions.
Brand tone guided everything. Creative was expressed as a fast, on-tap solution that helps people get exactly what they need to live the way they want, delivered in a voice that’s direct and unapologetic. This foundation ensured performance and brand initiatives felt like one brand.
Gopuff USPs were made visible in every ad. We consistently laid out the brand’s core differentiators: fast delivery, open late, and transparent value (no markups or fees), while bringing them to life in everyday scenarios like grocery restocks, hosting, and late-night study sessions.
Value was built into the experience. Hero items such as the $2 organic eggs served as everyday proof that shopping on Gopuff can pay for itself over time. By showing how savings are consistent rather than a limited-time gimmick, the ads help attract new users without conditioning them to wait for one-off discounts, while also reinforcing Gopuff as a smart financial choice.
Assortment was highlighted as a reason to try and explore. Creative not only showcased everyday essentials but also positioned Gopuff as a destination for discovery. We highlighted the Latest & Greatest section that features new and trending products, alongside exclusives like GOAT Gummies and other specialty items consumers can only find on Gopuff. This balance of utility and novelty was designed to make Gopuff feel more like a destination rather than just another delivery app.
Seasonal and cultural moments were always on. Around the evergreen messaging, we layered seasonal use cases to stay relevant throughout the year. Examples included a 4/20 collaboration with Magnolia Bakery for the exclusive “Puff’rnutter” cupcake, $14 fresh flowers and gifting for Mother’s Day, holiday essentials that made hosting and stocking easier, and warm and cold weather needs that aligned with seasonal routines.
After taking over Gopuff’s performance campaigns in April 2025, our team delivered meaningful gains in both scale and efficiency.
From April to December, monthly media investment increased by 46% while driving a 48% increase in new purchases.
Customer acquisition costs improved by 10.7% over the same period, even as we expanded Gopuff’s presence on new channels where early CACs were naturally higher. This progress was the outcome of continuous optimization, testing, and sustained creative iteration. By year-end, efficiency not only recovered from initial baselines but landed ahead of goal.
Social played a major role in incremental growth. With shifts from standard display to creator-led content, H2 paid social purchases increased by 66%.
Newly launched social channels also matured quickly, achieving 40-70% improvements in acquisition efficiency within 2 months of launch as creative output increased.
By combining a diversified media strategy with creative that articulates Gopuff’s everyday value, campaigns drove new user acquisition while reinforcing Gopuff’s role as more than just a delivery app. The approach balanced efficiency with scale, proving that performance growth is achievable even in a highly competitive category.
Just as importantly, the foundation built in 2025 positions the business well for 2026. With clearer signals around the most effective channels, creative formats, and value propositions, the partnership continues to evolve.
