Doordash DashPass
Rebranding Campaign
Background
The Goal
To encourage DoorDash users to sign up for DashPass- a monthly, paid subscription for loyal DoorDash members to receive deals and discounts.
The Issues
DoorDash had already unsuccessfully launched DashPass, but didn't get the subscription results they wanted.
Discover the Why
DoorDash
Ask
DoorDash
Marketing
DoorDash
Marketing
Restaurant & Delivery
Category research
Restaurant & Delivery
Category research
Restaurant & Delivery
Category research
Social Listening
Social Listening
Social Listening
THE Situation
By understanding how DoorDash markets, what's going on in the category, and how people are interacting with the brand and category it helps us define a communications strategy that feels authentically DoorDash.
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Here's what we found:
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DoorDash doesn't want to be seen as just another food delivery app, their on the brink of something greater.
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Food waste is an issue that most major cities are trying to circumvent.
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Millennials (our target audience) aren't moved by marketing ploys (discounts, deals, BOGOs etc...).
Empower MY team:
Our research found . . .
Millenial
Psychographics
Millennials are more concerned with social good than they are capitalism ploys.
Restaurant
Findings
40% of food waste in the united states comes from restaurant food that never reached a consumer.
Delivery App
Findings
Delivery apps, while benefitting from the system; have no infrastructure in place to better it.
Which lead my team to wonder . . .
Are cities proactively working to mitigate food waste?
Due to federal, state and even local policies around food and water safety most cities are stuck with the current food system.
Connecting to the Millennial spirit.
Gaming is a huge part of Millennial culture and many brands are gamifying the online consumer experience to better connect with millennials and tap into that competitive spirit.
DoorDash:
Marketing
By understanding how DoorDash markets and speaks to their consumers we can develop deliverables that are true to the brand.
They are often playful, use fun upbeat music, and are very friendly in tone.
Which lead to these Solutions
Gamify The Experience & Lean into Nostalgia
Use DoorDash
Marketing Motifs
What does this all mean?
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BRAND VALUE
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- DoorDash positions themselves as being proactive about an important social issue; which adds brand value.
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It puts the responsibility of "saving" food from being wasted in the hands of Millennials; striking a chord with their inherently competitive spirit, their deep desire for social good, and the want to contribute to the greater good.
Managing the Project
Client:
Bagel Bites
Sekayi
Strategic & Creative Team
working with the CLIENT:
1. Establish a Strong Relationship
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2. Develop a Comprehensive Strategy
3. Execute and Optimize the Campaign.
Working with the Team:
1. Goal-Setting and Tracking:
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set measurable goals
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Monitor and track goals via monday.com
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Assign tasks and develop a comprehensive SOW fro each team member.
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2. Team Dynamics:​​
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Set team operating standards
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Systemize collaboration.
​
3. Execution and Optimization.
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Organize production schedule
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Organize post production roll out.
CreATIVITY
ELEVATE THE BRAND
2022 One Club Silver Pencil Winning Submission: Rescue A Meal
Genaldri Tjahjadi
art Director
Hanako SuzukI
Copywriter
Sekayi Williams
project Manager
Managing the Project
Client:
DoorDash
Sekayi
Strategic & Creative Team
working with the CLIENT:
1. Establish a strong relationship​ and develop a culture of trust.
​
2. Develop a Comprehensive Strategy that solves the business problem and adds value to the brand.
3. Execute and Optimize the Campaign.
Managing the Team:
1. Goal-Setting and Tracking:
-
set measurable goals
-
Monitor and track goals via monday.com
-
Assign tasks and develop a comprehensive SOW fro each team member.
​
2. Team Dynamics:​​
-
Set team operating standards
-
Systemize collaboration.
​
3. Execution and Optimization.
-
Organize production schedule
-
Organize post production roll out.