Omnicom wraps Cannes with an Instacart API deal to buy directly off influencer content
The easier you can make the shopping experience, the more likely someone will buy something.
Omnicom, in the last of a flurry of partnerships announced at Cannes Lions this year, aims to do just that for its clients via an integration into Instacart’s new Instacart Developer Platform (IDP). Omnicom said it’s the first holding company to access an API program that uses Instacart’s online grocery platform to more directly connect creators’ lists of material needs to the retail outlets that supply them. In other words, creator campaign content such as recipes, projects and “get ready with me” routines can be made shoppable and ready for purchase via Instacart.
Omnicom said it’s building a new platform to enable this functionality across social media platforms, which will be ready by this fall. Consumers will be able to shop for items in creator content from more than 1,500 retailers in 85,000 stores with same-day fulfillment via Instacart. It will be able to attribute orders purchased to a specific creator activation for their clients, via Omnicom’s Flywheel commerce cloud.
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Source:: Digiday
