DoorDash

Generando engagement social para un gigante del delivery

Transcript

Best summer ever Enjoying yourself. As great as this is, a summer of dash pass is gonna be even better. No way, Jose, I got this rad CD player and later my sister’s gonna help me do some frosted tips, Right? But in 2023, you get the raddest deals on your favorite summer essentials here. Anyway, I gotta go remember summer of dash pass and I know it’s none my business, but maybe don’t get the frosted Tips. I’m definitely getting the frosted tips.

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  • Brand & Media

Como plataforma líder de delivery, DoorDash abre la puerta para que lxs usuarixs aumenten su acceso a negocios locales mientras empodera a los Dashers con trabajo flexible.

Al fomentar de esta manera la conexión entre individuos y negocios, DoorDash es literalmente una puerta a más productos para más de 37 millones de consumidorxs.

Desde 2023, DEPT® ha sido el socio creativo y de medios sociales de DoorDash, ayudando a la marca a concebir, crear y lanzar momentos clave de campañas y contenido social constante que impulsa un engagement significativo y una mayor conciencia de marca, aprovechando el poder de la relación y la autenticidad.

Transcript

Hey everyone. The kids are going back to school soon, so I thought we could do a little back to school haul. First of all, I got this awesome notebook. I love it because, whoa, that was weird, but I really do need to finish back to school shopping. Hey, Oh my God. Wait, no, we not ready. The school supplies.

Construyendo una relación con lxs consumidorxs

Desde el inicio de nuestra colaboración, DoorDash había establecido una historia de colaboraciones exitosas con personalidades populares en redes sociales.

Reconociendo que el contenido creado por creadorxs era una parte esencial de la presencia global de la marca, DEPT® y DoorDash decidieron explorar el valor del contenido de sketches y situaciones liderado por creadorxs, además del contenido de producción que creamos internamente o en el set.

Esta estrategia dio forma a una serie de campañas estacionales clave que se alinearon con los valores de DoorDash y le dieron a su marca una voz auténtica y cohesiva en todas sus plataformas sociales.

Con la campaña estacional de Regreso a Clases (Back To School – BTS), por ejemplo, DoorDash quería reforzar el mensaje de que proporcionaban la herramienta definitiva para la entrega minorista durante la temporada de compras de regreso a clases. Para capturar el caos de esta temporada, nuestrxs creativxs se inclinaron hacia el concepto de “miedo de volver a la escuela” con un enfoque humorístico sobre ese sentimiento familiar de temor/ansiedad.

Transcript

Hello. My mom, she’s my rock. Everyone says I’m her mini me. She raised me as a single mom. She’s the kind of mom who sends like a good morning and goodnight text with like funny little gifs. Her life is based around service to her family and her community. I haven’t really been able to go home as much and I haven’t seen her since the summer. It’s been a little over a year now. The last time I saw her was um, November of 2022. Oh my God. Are you serious? No way. Are you? No. Are you being serious? That’s so exciting you guys. Oh, she’s going to be like out of her mind. It’s been a really long, I feel like, four years and to have something like this, it’s so special and so meaningful. So, um, thank you. Okay. It’s going to be delivered. Flowers are here. They’re so beautiful, but they’re also huge. Don’t see ’em on the other side. Here we go, east Coast to this baby. fico. You don’t know, mom, but I’m really excited to see you. My child is my whole world. He’s my baby. I’m really proud of her. First thing in the morning when I’m waking up, I’ll send her a good morning, you know, not having her around and not going to dinner with her or cooking or whatever. Those kinds of things. I miss. And because you went so far, I feel like I somebody’s at my door. Can you hold on, can you hold on one second? I to you that, that’s the door. Let me go through. Oh my God. Oh my God. Happy my sister. My God. You do. You like your pink girl. I love you. You are my rose. I just expecting flowers. All you got them. Maybe the door dash guy would be cute. I don’t know. Tell me. Come know. I’m supposed to tell you. You guys are in trouble. Oh my goodness. Oh.

Transcript

What? Knock it off. What is it? Gimme the list. Oh my God. What are we gonna freaking do? We got Aunt Carol’s barbecue bash tonight and I, and we can’t miss that. You know, I gotta make a dozen fricking devil eggs. You know? There’s no time to bring you to get school shop supplies is what? If we use DoorDash, it’ll come to the house. It’s all we can do. I need a four pack. Trim the hedges, cut the lawn, feed the dog. Walk the dog. Nobody walks the dog except me nowadays. What’s up with that? It was your dog. My nerves are acting up. I gotta make the eggs. They want my devil’s eggs. They love them. Thank you so much. Everybody calms down. Okay? You’re gonna be fine. Flashcards. I don’t know if you need crayons. They weren’t on your list. I know you’re in high school, but you used to love the purple crayons. You got your cup of frozens college rule notebook. You’re going to be in college soon and it’s gonna break my heart. I’m not sure what these are for. I’m gonna be honest with you, but, okay. I got your fruit snacks for school. Okay? If you’re eating these in the afternoon, you’re never getting ’em again. I’ve got red licorice. This is for me. Okay? I do enough around here. Okay? You’re gonna do great this year. It’s your year. It’s always your year. I love you.

Transcript

I’m done. I’m done. I quit. I give up. It’s hopeless. Yo, are you good, bro? Nope. I, uh, basically failed my test in school today because somehow I didn’t have a pencil to write with. Oh, well, you know, you can get school supplies delivered to you with the DoorDash student dash pass, right? Really? Yeah. I actually just ordered some stuff today and it’s only 4.99 a month for the student dash pass, so it’s pretty worth it. What? But that’s me. Oh yeah, I know. We didn’t have enough actors to fill that role for this video. Oh, wait, what? Alright, that should be everything. Alright, thank you. See, I got a notebook, this pencil, this pen and a marker. Hey. Hey. What is this? It’s impossible for you to both be in the same frame at once, so this world is false or is it true?

Trabajamos con creadores de sketches como Zachariah Drake Porter, y Terrell y Jarius para rememorar sus apuros durante las compras de regreso a clases, pero esta vez evitando el caos con DoorDash. También colaboramos con mamás influyentes en internet como Caitlin Murray (@bigtimeadulting) y Chancé (@hindirlanefamily) para animar a lxs consumidorxs a dejar que DoorDash se encargue de las viandas este semestre. Además, lxs creadorxs de la Generación Z presentaron el DashPass a lxs estudiantes universitarixs a través de las situaciones más descontroladas de la vida universitaria que dieron vida a esos miedos.

DoorDash Christmas campaign DoorDash Christmas campaign

Impulsando la relevancia con autenticidad

Construir una estrategia de campaña fundada en contenido de creadorxs también le dio a DoorDash una ventaja adicional de autenticidad, crucial en el mundo actual para captar la atención de la audiencia.

La autenticidad fue un ingrediente especialmente crucial en la activación navideña que ayudamos a desarrollar para celebrar la plataforma “Everyday Miracles” (Milagros Cotidianos) de DoorDash en su campaña estacional. Para resonar con las audiencias, necesitábamos capturar el verdadero espíritu de la temporada navideña.

Transcript

Happy holidays. All right, party people. It’s getting cold out there, so it’s time to burn it up in here. It’s the holiday season, baby. And you know what that means? DoorDash’s deck the doorstep savings event is back, and we’re gonna get that stamina ready for those endless deals. Picture Patcher. Order. Order. Order. Mark it. Yes. Extend and order. And order. String up your lights while lighting up your muscles. You can order all day with the power in those thumbs quick. Your order’s at the door now rung. Rung to the door. Amazing tempo. You’re working yet. You’re working. Who’s there? I don’t know who’s there. I’m locked. I’m open. I’m locked. I’m the door. Goodbye. Hello. Hi there. Delivery pens and Snap. Ding D. It’s deals from all your favorite retailers, shall we? Yourself in savings. Good morning. Oh, so Celebr with Hello? Oh, that’s it. That was really easy.

Durante las fiestas, es muy fácil para las marcas publicitar sus productos o servicios en una versión cliché y pretenciosa de lo que representa la temporada. Por eso, para “Everyday Miracles”, queríamos enfocarnos en las experiencias y sentimientos reales de lxs consumidorxs durante las fiestas a través de contenido de influencers y creación de contenido interno.

“Queríamos que nuestro contenido propio reflejara las verdades de las fiestas. A veces se te quema el pavo, a veces se lleva a la cena compartida una comida comprada y a veces se quiere evitar esos eventos por completo”, dijo Ro Otamendi, Director Creativo de DEPT®. “Intentamos capturar eso en contenido que sea directo y que complemente la narrativa más larga del comercial de televisión y los videos de lxs creadorxs”.

Doordash Christmas turkey

Para asegurar que encapsuláramos completamente el espíritu de humor y humanidad dentro de la plataforma general “Everyday Miracles”, el contenido propio que creamos internamente complementó el contenido de lxs influencers con retratos cautivadores, textos impactantes y (por supuesto) muchas imágenes de deliciosos manjares navideños.

The holidays can be as stressful as they are delightful. DoorDash wants to help customers focus on the latter and let us help with all the madness. We love how this campaign taps into the authentic ways people really think and live the holidays, and how it all feels so relatable.


DoorDash Representative

Transcript

Hi, Mother’s Day. Hey babe. Thank you. They’re beautiful. I’ve never sat down and asked you some of these questions. No. How did you feel when I told you I was pregnant? Well, I tend to be a little colorful. That’s just who I am. In your speech. In my speech. But you were excited to be a grandma? A hundred percent. It’s so weird to say that you’re a grandma. I still don’t feel like a mom. I’m a Gigi. Yeah, you’re a Gigi. We don’t use the word grandma around here. What is the funniest thing you’ve seen about me on the internet? I think it’s all pretty funny. I think the funniest thing about me on the internet is nobody actually knows my real last name. K-U-C-H-A-R-C-Z-Y-K. Actually, during graduation from high school, you know, you have to write out how it sounds. Dad looks at me and he goes, that’s not it. I was like, Chark. And he was like, Khartik. I was like, wait, what’s going on? My identity? That’s the Polish way to say it. Yeah. So I just go back cooch at my work. I’ll be on a Zoom call, we’ll see my name and go, are you, are you related to Ali? Allison Cooch. And I’m like, you’re like a senior vice president. And then people will tell me about your life. Like it’s, it’s just an odd sensation, but I’m super proud of you. ‘Cause your content, I think is if I had a 13 or a 12-year-old daughter, you would be content I would allow them to watch. I try to be somebody that I would’ve looked up to. I try to be positive. Well, you’re funny. Thank you. Thanks. What’s your favorite thing I did as a kid? Probably most everything, but I think maybe how silly you were. Mm-Hmm. Like, especially like in the pool. Like the George Washington here. Do you know I can, I can really visualize you like putting your hair wet and flipping it back. Yeah. With the George Washington. What were you like when you were my age? If we were the same age, do you think we’d get along? Well, first of all, I was still single. What? So yeah. So clearly no, we were not doing the same. No. So we would not be hanging out right now. Who is your internet crush? Dan Campbell. Oh. I love Dan Campbell. Football coach. No, I love Dan Campbell. I think he’s objectively attractive. He’s rough. Maybe that’s what, no, no. He is a tough softie. What’s something false I told you as a kid? I feel like you didn’t lie a lot. Let me give you a hint. Uhhuh, I’ll be home in five minutes. Oh my gosh. Yeah. My sense of time. I have no idea what’s going on anymore. No, and I taught you that. Yeah. I remember when I would say to you guys, we’re gonna leave in five minutes. We’d go and get ice cream. And you’d be like, I’m like, oh great. I have time to watch the whole TV show. You would cry. You and your sister and your brother would be like, why do we have to wait five whole minutes? Because you thought five minutes was an hour. What have I taught you about being a mother? I feel like it’s easy to get over consumed by all the rules and the products. There are so many baby products. It’s absolutely insane. You just taught me not to, just to trust myself. I think that you, uh, are doing a fabulous job. I think you were just very natural at it. If you had to choose a flower to describe yourself, what would it be? I would say I’m a gladiola. I have no idea what that is. A gladiolas, that big, tall, won thing. My mom’s favorite flower. I used to get ’em every August. What kind of grandma do you think I am? It’s kind of early on. Emotional, like cuddly, safe space kind of grandma where she can call you up and be like, my mom is being so mean to me. And you’re like, okay, Gigi’s gonna get on a flight. I’m gonna come and see you. You’re gonna take care of her. Cheers. Cheers babe. Happy Mother’s Day. Wow. It’s Mother’s Day. I’m a mother. Cheers to that. And cheers to that.

Conectando con las audiencias, de manera significativa

Normalmente, DoorDash aborda los momentos clave de su marca desde una perspectiva centrada en las campañas en vez de las redes sociales. Sin embargo, para su campaña del Día de la Madre, DoorDash quería hacer algo diferente y generar conexiones reales con personas reales y las mamás en sus vidas. Para lograrlo, trabajamos juntxs para mostrar cómo el simple acto de entregar flores tiene el poder de unir a las personas, tanto figurativa como literalmente.

Transcript

My mom, she’s my rock. Everyone says I’m her mini me. She raised me as a single mom. She’s the kind of mom who sends like a good morning and goodnight text with like funny little gifs. Her life is based around service to her family and her community. I haven’t really been able to go home as much and I haven’t seen her since the summer. It’s been a little over a year now. The last time I saw her was um, November of 2022. Oh my God. Are you serious? No way. Are you? No. Are you being serious? That’s so exciting you guys. Oh, she’s going to be like out of her mind. It’s been a really long, I feel like, four years and to have something like this, it’s so special and so meaningful. So, um, thank you. Okay. It’s going to be delivered. Flowers are here. They’re so beautiful, but they’re also huge. Don’t see ’em on the other side. Here we go, east Coast to this baby. fico. You don’t know, mom, but I’m really excited to see you. My child is my whole world. He’s my baby. I’m really proud of her. First thing in the morning when I’m waking up, I’ll send her a good morning, you know, not having her around and not going to dinner with her or cooking or whatever. Those kinds of things. I miss. And because you went so far, I feel like I somebody’s at my door. Can you hold on, can you hold on one second? I to you that, that’s the door. Let me go through. Oh my God. Oh my God. Happy my sister. My God. You do. You like your pink girl. I love you. You are my rose. I just expecting flowers. All you got them. Maybe the door dash guy would be cute. I don’t know. Tell me. Come know. I’m supposed to tell you. You guys are in trouble. Oh my goodness. Oh.

Iniciamos la campaña reuniendo a influencers populares—como Allison Kuch y The Basement Yard—y a sus madres para conversar sobre flores, y la concluimos con un espectacular y único stunt que resonó profundamente con las audiencias.

Para esta parte de la campaña, DoorDash organizó una serie de reuniones entre cuatro personas reales y sus madres, que habían estado separadas debido a diversas circunstancias. A cada madre se le informó que sería filmada recibiendo un ramo de flores enviado por su hijx, pero lo que no sabían era que sus hijxs no solo enviaban flores, sino que también las entregaban en persona.

Para extender el mismo sentimiento de calidez y conexión a cada consumidor, DoorDash también creó un lente de realidad aumentada (AR) que permite a las personas conectar con las mamás en sus vidas. Ya sea en persona o en ubicaciones separadas, el lente te invita a hacerle a tu mamá las mismas preguntas, conociéndola a un nivel más profundo.

El impacto de la campaña fue tan gratificante de ver como de crear. Inspiradas en las tendencias sociales del Día de la Madre, las ideas detrás de la campaña rápidamente se convirtieron en algo más grande que las redes sociales: destacando el sentimiento universal de conexión humana e inspirando a las personas en todas partes a celebrarlo.

DoorDash Mothers Day campaign DoorDash Mothers Day campaign DoorDash Mothers Day campaign

El poder de lo social que resuena

A lo largo de nuestro trabajo con DoorDash, hemos aprovechado la conexión y la autenticidad para impulsar un compromiso significativo con la marca, utilizando una combinación de contenido propio y de creadorxs que fusiona tendencias y percepciones únicas, enfocándonos en textos impactantes y que conecten con la audiencia.

Para todo el contenido propio, nuestros equipos de medios y de creatividad trabajan en conjunto, enfocándose en ofrecer un diseño y producción de calidad que se vea y sienta distintivo de la marca DoorDash, además de dirigir el contenido a audiencias específicas mediante anuncios pagos.

Transcript

I am having the best summer ever with you. As magical as this is, the summer of dash pass is gonna get that much better. Exclusive deals, $0 delivery, the whole thing. Do I finally work at that video rental store? Uh, no, but you get this. Wait, we’re still gonna be together, right? I’ll be right by your side, babe. Right? Oh, uh, how about that free drink, huh? Enjoy.

Todo forma parte del objetivo central de la estrategia social que hemos creado juntxs: reforzar que DoorDash es más que una plataforma de entrega, que representa una solución para las complejidades de la vida moderna y, en última instancia, que es literalmente la puerta a más productos para los consumidores.

A su vez, los momentos clave y campañas que hemos creado como parte de nuestra asociación han ganado regularmente millones de impresiones e interacciones, cientos de miles de clicks en enlaces y han generado un sentimiento positivo entre las audiencias a través de las redes sociales.

Transcript

Get in loser. We’re gonna take advantage of amazing summer deals in all your favorite restaurants and stores for summer of dash pass. Let’s go.

DoorDash tweets

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