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Doordash
2023 Summer Campaign
Media Plan
Client Brief
Media Objective
Drive sign-ups of DashPass products among existing customers
Audience
Delivery users and college students
Flight
June - September
Budget
USD $5MM
Analyze it
Background
Team Credentials
Stephana Eghan
Ikenna Uguwu
DoorDash, founded in 2013, is a food delivery service that connects customers with a variety of local restaurants, allowing users to order food online and have it delivered to their doorstep conveniently and efficiently. Besides being one of the leading delivery companies in the US, DoorDash is actively seeking to increase sign-ups for their premium membership, DashPass. This membership offers benefits such as unlimited free delivery and reduced service fees for a monthly subscription fee, aiming to enhance customer loyalty and engagement with the platform.
How can we drive sign-ins of DashPass products amongs delivery users and college students?
Research
59%
US consumers are using grocery delivery more than before coronavirus hit.
People are taking advantage of brand loyalty programs and card benefits.
Consumers want to save time and effort in meal prep and crowded restaurant visits.
42%
Overall food ordering market comes from online ordering.
Sit-in restaurants are converting to ghost kitchens or delivery-only outlets.
The digital landscape is creating countless avenues for accessible meals.
High urbanization rates and busy lifestyles make delivery services a viable option
Competitors are capitalizing external partnerships to drive ad revenue.
Consumers agree that convenient food options would fit their busy lifestyles.
Sources
How digital services benefit from "transmutation" of consumer habits, WARC 2023
Inflation surge: Packaged and Fresh Food, WARC 2023
Connect it
Audience
(Samples Size: Gen Z & Millennials A 18 - 34, 71MM US, 3.1MM are DoorDash Users)
Buying Targets
68.6 M Gen Z individuals
72.24M Millennials individuals
Gen Z
(28 MM US)
1 in 3
Convenient food options would fit their busy lifestyles
More likely to explore new and healthier food options
1.2X
More likely to rely on social media to find community
1.5X
GenZ & Millennial are seeking healthier food options that are easy and convenient.
Millennials
(43 MM US)
Feel their lifestyles prevent them from adequate self care
40%
2 in 3
Seek out healthier fast food options
Agree that they have found strong communities online
50%
GenZs & Millennials value post-worthy food experiences, social validation, and community connection.
Source
MRI Simmons, 2022
Self Love Champions
These folks have a holistic approach to self care including mental, social, & financial health. They love community involvement.
Social Foodies
Social Foodies see food as extensions of themselves and use it to socialize. Food is at the center of all social gatherings.
The Idea
Audience Insight
People struggle with eating healthy and finding a balanced diet due to financial stress, busy lifestyles, and appearance insecurities.
Comms Strategy
Remind Self Love Champions and Social Foodies that food is always a great way to show love and appreciation to themselves and connect with others.
Media Strategy
Use DashPass as an opportunity for self-love champions and social foodies to build connections for more comforting and fulfilling food experiences.
The hook
Execute it
60: International Tour
Execution
Dining pop up experience inspired by popular tourist locations around the globe - immersing attendees in a short-lived cultural experience to help them i their journey to self discovery.
Flight
Activate in the summer during key moments of community bonding (Pride, Juneteenth, AAPI Heritage). Activate in key urban communities with high DoorDash usage to drive sign ups.
Rationale
Create an opportunity for food lovers to find community in person and potentially extending online. DashPass will remain top of mind as users continue their food discovery journey online, driving brand loyalty.
Sign Up for DashPass now to enjoy your meal at our :60 International Tour Pop-up close to you
Top 10 States with Doordash Market Share
Launching the summer campaign in large populations, high urbanization rates, and busy lifestyles are key factors that make DoorDash a popular option for consumers who want to save time and effort in meal prep and crowded restaurant visits.
Here are the 10 Markets where Doordash has the largest market share:
Los Angeles,CA
Denver,CO
Houston,TX
Miami, FL
Atlanta, GA
Raleigh, NC
Chicago, IL
Philadelphia, PA
NYC, NY
Richmond,VA
Source
Google Trends, 2022
Media Recomendations & Investment
Food delivery habituals are focused on staying connected
1 in 3
Gen Z and Millennials discover new food brands on social media
1.3X
of Gen Z and Millennials are influenced by products advertised in social media
Gen Z and Millennials are more likely to engage with Short form video
1.5X
Gen Z and Millennials mare influenced by products recommended in social media
Gen Z and Millennials are more likely to notice OOH Video
Top Platforms:
YouTube: 26%
TikTok: 25%
Instagram: 20%
​
Gen Z and Millennials are huge on-demand streaming
Video (86%) Music (60%)
Top Streaming Platforms:
Netflix, Hulu, Amazon, Prime Video
​
Source
MRI Simmons, 2022
Digital Out-of-Home
Format: Digital & Transit Units
Budget: $1,000,000
Create awareness of DashPass among our audience living in metropolitan areas as they’re commuting or running errands throughout their busy schedules.
Streaming Video
Format: 15s Video
Budget: $800,000
Be present when our audience is consuming popular on demand TV content that surround community, food, and self care themes on their favorite streaming platforms.
Custom Partnerships
Format: Short Videos, 1X Creator per month
Budget: $700,000
Partner with Tik Tok content creators who share similar interest as our audience, who want to explore, recreate meals, discover new flavors, prioritize building communities.
Paid Social
Format: FB/IG Feeds, Stories, Ig Explore
Budget: $550,000
Reach the audience when they’re scrolling through their social media feeds for inspiration, discovery, and finding online communities that share similar values.
Online Video
Format: 15s Video
Budget: $450,000
Reach the audience when they’re searching for recipe & meal prep ideas, self-care tips, health & wellness, time management tips, mental wellbeing, family dinner, family time, get togethers, and traditional cuisines on the YouTube platform.
Digital Display
Format: Food Network
Budget: $275,000
Utilize targeted digital display ads on Food & Wine, Food Network Magazine, and Bon Appétit, focusing on high-traffic sections related to cooking, recipes, and food trends for maximum exposure.
Paid Search
Format: Responsive Search Ads
Budget: $275,000
Utilize Google search ads to tailor ad copy to specific search queries using the most effective combination of keywords and descriptions that will reach our audience.
Media Flowchart
June
July
August
September
Percentage
Impressions
Investment
Brand Experience
Digital OOH
Streaming Video
Partnerships
Paid Social
Online Video
Digital Display
Paid Search
20% 400K $1,000,000
20% 66.5M $1,000,000
16% 26.6M $800,000
14% 73.6M $700,000
11% 36.6M $550,000
9% 75M $450,000
5.5% 88.1 M $275,000
4.5% 5.85M $225,000
TOTAL
100% 372.6M $5MM
Consumer Journey & Measurement
Media Objective
Drive action of DashPass products among existing customers
Channel
Awareness
Action/Conversion
KPI's
Brand Experience
Visits, foot traffic
Digital OOH
Impressions, reach, frequency
Streaming Video
View Count, Total video plays, Engagement rate
Partnerships
Engagement rates, reach, Impressions, Convertion rate
Paid Social
CTR, Conversion Rate, ROAS
Online Video
View count, watch time, engagement rates
Digital Display
Impressions, CTR, Conversion rate
Paid Search
CTR, Conversion Rate, CPA
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