Trending 2 Table successfully turned social media trends into trials, which drove both new orders and acquisitions to compete with more established competitors.

By gathering data on social virality of recipes, we were able to crowdsource from #FoodTok content that was on the cusp of taking off. Influencers were the backbone of the campaign, adding a layer of validation and urging viewers to hop on the trend right away.

By using the Pop-out Showcase Interactive Add-on, we were able to turn these videos into Spark Ads that drove viewers directly to pre-populated ingredients carts on Voilà.ca to order.

In Canada, the online grocery and food delivery space is growing dramatically.

Voilà is a relatively new grocery delivery service. Despite having fresher offerings and more efficient delivery, it was hard to stand out against established competitors and other new market entrants amongst our millennial target.

Other online delivery services, such as Walmart, have a head start and larger geographical distribution. In addition to major grocery retailers that deliver, like Metro and Loblaws, we’re also competing against third party services like Instacart or UberEats and meal kit delivery services.

Voilà is only available in select urban areas. With a ‘fresh or it’s free’ guarantee and strong Net Promoter Scores, we found that people who tried the service tended to love it -- so we just needed more people to try it.

We needed a game-changing way to get noticed and drive leads as a challenger brand.

When a recipe goes viral on TikTok, ingredients sell out quickly in stores. Whether it’s #WhippedCoffee, #CloudBread, or #FetaPasta, this phenomenon has caused grocery retailers to sell out of key ingredients and has more than doubled Instacart orders.

This was a perfect untapped opportunity for our grocery delivery service Voilà. If we could predict recipe trends before they took off and partner with foodie content creators to capitalize on the opportunity, we would be able to intercept cultural moments in a way no competitors in Canada had, and acquire new customers with a first-mover advantage.

What if we could make trending recipe TikToks shoppable?

By using Spark Ads and partnering with foodie creators, we could take users from the TikTok (or Instagram/Facebook) video to a pre-populated cart on Voilà.ca in just one click and drastically shorten the ecommerce path-to-purchase.

Our target market was tech-savvy Millennials (and older Gen Z) in metro areas who were likely to use an existing delivery service but may not have heard of Voilà. This demographic is particularly active and engaged on social media, readily “consuming” viral recipe content.

This interesting new phenomenon of viral food trends causing ingredients to sell out in grocery stores during recipe frenzies hadn't been tapped into by any of our competitors yet. This could be a first-to-market opportunity to creatively use data and shoppable social media in a novel way to drive awareness and acquisitions.

A tool to analyze what trends might drive the next food frenzy didn’t exist yet, so we built the world’s first trending recipe predictor to generate "trend energy" predictions.

We used this data and partnered with TikTok creators to drive sales right as the trends were hitting critical mass.

Our proprietary, custom-built Trend Index ingests data from TikTok trends, Google insights, Pinterest trends, social listening, culture/content trends, and Voilà’s first-party search and sales data. Each data source is assigned a value based on its level of influence. These data points are filtered through our index to generate “trend energy” predictions.

We teamed up with foodie content creators like @nutrientmatters (1.7 million followers) to make instructional videos of trending recipes on TikTok that clicked out to an ingredients landing page on Voilà.ca pre-populated with everything needed and where they could schedule their delivery.

Once the ingredients arrived, our CRM system triggered a follow-up email with the recipe and video, to make the entire experience as seamless as possible.

We boosted these recipe videos with TikTok Spark Ads to make them shoppable in one click.

A creative social-first campaign from inception to execution, Trending 2 Table successfully turned social media trends into trials and drastically shortened the path-to-purchase.

By taking a thoughtful insights-driven approach using social data, we were able to drive both new orders and acquisitions with our paid social content and smartly compete with more established competitors.

8x increase in Voilà orders

11x increase in new Voilà customers

Drove 60-80 new users per week (benchmark average of other Voilà ads was 5-7 new users per week)

200%+ higher clickthrough rate

Trending 2 Table has been a great conversion-driver for Voilà. It eliminated the friction between first exposure to a trending recipe and getting it onto your plate and allowed us to turn complex data into dinners, “Just Like That.”