Brand Experience
The Task:
DoorDash wants to teach consumers about their DashPass subscription and benefits to encourage new sign ups!
The How:
Highlight DashPass’s benefits through the use of trusted community influencers online and in person.
Team Credits:
Jason Liu
Hasib Rashid
THE CONCEPT
.png)
The Insight
Gen Z and Millennial's crave culinary adventures and community impact. Catering to both fulfills a deeper purpose, saving them time, money, and effort, it’s a
win - win - win!
Research
Gen Z (18-24)
31M
Millennials (25-34)
45M
47% Feel low prices is one of the most important factors when choosing a restaurant.
They prioritize ethical practices that brands such take, they look for brands to take a stance.
Remains focused on value exchange.
Since the pandemic they value self care and personal wellbeing.
As traveling restrictions eased, these people would spend more on travel, dining out and experiences.
Parents of Digitally Native
Digitally Native
Foodies. Enjoy going out to new places and exploring new options to eat. Look for new and adventurous options in their community. Likes to support their neighborhood. Urban-located, lives in major cities, nightlife-addicts.
Busy parents. Usually order takeout to enjoy after a long day, but still enjoy being together as a family at the dinner table. Career and family-oriented.
+75% Feel they have a voice in their community, that helps them express themselves and feel connected to others.
20-25% Are nervous about spending due to the inflation crisis.
+60% Use FB, IG and X to communicate with friends, engage with brands, entertainment and seek to build community.
1/3 Say they would feel better if they were better represented in advertising, in order to resonate.
Both audience categories value price points when purchasing but also value brands who prioritize ethical practices and make them feel represented online.
Influencers
Influencer Power:
59% Gen Z are interested in engaging with brands online that share the following; menu hacks and new menu items and more.
Food/Drink influencers are the 2nd highest influencer category followed on social media. due to inspiration > information.
Values authenticity and quick but clear comms. TikTok and Instagram best align with these needs.
30% Gen Z discover/ are influenced to try new food/ drink brands through social media.
Gen Z and Millennials heavily rely on social media and influencer recommendations for the food and drink category.
Relevance
Which of the following are most important to you when buying food/drinks from stores? – NET [Any rank]
Current Trends
47% Gen Z Are interested in loyalty programs and rewards.
54% of Gen Z are active monthly on delivery apps.
55% Millennials Are interested in loyalty programs and rewards.
Rising Trends
Lean to online recommendations on what to eat and where to eat.
Wants food to relate back to their diverse palettes and ingredients that support their lifestyle.
Looks for new culinary experiences but also functional wellness benefits.
78% of Gen Z students spent most of their disposable income on food ($760 monthly).
While they are trying to save money, our Gen Z and Millennial audience lean towards online recommendations for their next meal as they seek new diverse culinary experiences.
DashPass Opportunities:
DoorDash prides themselves in promoting local mom and pop shops with all types of cuisines.
+1/3 of Gen Z states they’re more interested in traditional food/ drinks from other culture.
50% of our consumers state value low price when choosing a restaurant/ food - Dashpass could benefit them and their wallets.
Relatability
Market Opportunities:
Experiences > Material Possessions: Combine in person shopping experiences with a digital element in order to provide an immersive experience.
Gen Z and Millennials are looking towards brands to educate them in ways to to cut back on spending but also get value on their current expenses.
These consumers are looking to try new culinary experiences and explore different cuisines.
Gen Z and Millennials are value-conscious experience seekers who want exploration and affordability.
THE MEDIA PLAN
IDENTIFY....
Media Objective
Amplify Dashpass’s benefits to Gen Z and Millennial consumers to encourage sign ups.
.png)
Communications Objective
Show our audience how DashPass can become the link between culinary adventures, social impact and not breaking the bank!
Reach consumers through social, digital and OOH activations with the use of trusted, authentic and ‘cool’ voices to highlight DashPass’s benefits and encourage sign ups.
Media Strategy
CONNECTION....
Out of Home - Experiential Event
Who: Local vendors and restaurants and Gen Z and Millennial's in those local communities.
Where: 5 Food Festival Cities.
How: DoorDash will host an outdoor festival built for 50 small shops that will help bring community together by having consumers vote for the vendor they would like to see featured. Each vendor will have their own spot to teach consumers about what they do and how they can continue supporting them through the use of DashPass.
Experiences + community-building > material possessions.
Food festivals are the vehicle for our consumer to try unique foods and share their experience on social media
(52% of Gen Z and 97% of Millennial's will share what experience they are at online).
Influencers: Leverages authentic voices that make sense to the brand and community.
Who: Known food reviewers (Macro) online that speak to our Gen Z and Millennial audience, at least 2 per city.
Where: Meta, TikTok, Snapchat, Pinterest and YouTube + posts across DoorDash’s socials.
How: Promoting the DashPass Festival through short form content across TikTok, Instagram Reels, Stories, and YouTube Shorts. 1 video and 1 story post per creator.
Righteous Eats is known for advocating for local mom and pop shops in NYC
476kFollowers
+192k Followers
Keith Lee is known for his food reviews that hep boost sales for mom and pop shops
+860k Followers
+500k Followers
Example
Influencer Selection
*Numbers are from 2023
Inspiration is mostly found across TikTok, Instagram and Snapchat for our Gen Z and Millennial consumers.
+1/4 Gen Z shares what they
eat or drink on social media.
Influencer strategy:
Leveraging content creators that are known for their sincere food reviews.
.png)
Los Angeles, California
Millennials ~1.1M Gen Z 890k
One of the top diverse culinary scenes and is home to many different cuisines, holding +2M Millennials and Gen Z consumers.
San Francisco, California
Millennials ~390k Gen Z 110k
The city has emphasis on sustainability and creativity, attracting our famous foodies in order to celebrate events such as drinking or trying new cuisines.
Austin, Texas,
Millennials ~275k Gen Z 180k
Austin is popularly known for it’s Tex-Mex cuisine and food festivals such as Austin Food and Wine.
Chicago, IL
Millennials ~850k Gen Z 575k
Chicago has it’s very own way to go about food festivals as they not only share their diverse communities food but are also know for theid deep dish pizza drawing food enthusiasts in.
NYC,NY
Millennials ~2.8M Gen Z 1.8M
NY is considered the melting pot due to its diverse cultures residing here and various food festivals they have to celebrate flavors.
Amplifying with Paid Social & Digital
Who: Target audience (Gen Z and Millennial's) + 5 Festival cities.
Where: Meta, TikTok, Snapchat, Pinterest and YouTube + posts across DoorDash’s socials.
How: Boosting influencer posts to drive organic reach and engagement.
53% of Gen Z stated they find inspiration on new foods through TikTok
Reels deliver 2x more impressions and 34% engagement rate
While Gen Z is stronger here, both Gen Z and millennial's like to use the app for special sharing moments
Single Millennial's and Millennial parents both look for different forms of inspiration when cooking, what to buy, recipes, inspiration and where to go
Pinterest is built for discovery and inspiration and planning, the perfect vehicle for food inspiration
MEASUREMENT
Amplify Dashpass’s benefits to Gen Z and Millennial consumers to encourage sign-ups.
Media
Goal
Awareness
Consideration/ Engagement
KPI's
Out-of-Home
Online Posts of Event
Online votes
Online Votes
RSVP for Event
Attendees
Online following
Influencers
Organic Reach and Views
Likes, Shares, Clicks
Likes, Comments, Shares,
Video views,
Video Completion
Paid Social Amplifcation
Impressions, 3x Reach Frequency
Likes, Comments,
Shares, Video views,
Video Completion
Brand lift studies, CPC, CPM, Site visit, Ticket sales, Voting entries
So happy to have partnered with DashPass to highlight our store! Sales have gone up and our customers are constantly asking if we are part of the DashPass subscription and are delighted when we say yes!
Sarah & Michael
Los Angeles | California