Case Study
How Our Multi-Faceted Influencer Campaign Generated Over 15,000 New Customers For DoorDash
About DoorDash
Why DoorDash approached Heyday
With food delivery apps like DoorDash, each city is a completely different beast when it comes to gaining market share, trust with users, and developing the gig worker economy. For DoorDash, Miami was complicated to break into with their grassroots marketing and influencer campaigns. As a San Francisco-based company, DoorDash needed guidance and assistance from a marketing company with a deep understanding and foundation in the Miami market to tap into the millions of potential customers in the region. So, they reached out to our Heyday Marketing team to develop a creative campaign, rollout strategy, and conversion plan to increase their footprint in the Miami-Dade County area significantly. Here’s how we helped.
About DoorDash
DoorDash is a food (and now household items and goods) delivery app founded in 2013 and has become increasingly popular in recent years. The company makes it easy for users to order food from their favorite restaurants and have it delivered to their doorsteps and is particularly popular for its convenience and ease of use. The app is available on both iOS and Android devices, making it accessible to a wide range of users. In addition, DoorDash offers a variety of discounts and promotions, which can save users money on their food delivery orders.
Foodies:
People who love food and take pleasure in snapping photos of their meals, sharing them with their friends, and promoting great places to eat were one of our primary target audiences when building out the influencer campaign. Organic, natural-feeling content posted by non-professional influencers, but local Miami-based foodies allowed DoorDash to be seen as a non-threatening, inviting, and easy-to-use option by even the most skeptical audiences.
Local Influencers:
With an existing presence in the Miami market, including people like:
Radio Personalty
Actress
Cuban Youtuber
TV/Radio Host
Restaurants:
Themselves got involved, tapping into their existing customer bases who already followed their favorite local spots’ pages. Whether customers were health-food motivated (with local shops like @smoothie_spot getting in on the action) or wanted something more indulgent and delivery-worthy — like @brickellcitypizza — we aimed to involve as many of Miami’s top restaurants in the campaign as possible.
Community Pages:
Such as @lifestyle_Miami, @adayinmiami, @miamicertified, and @miamiproblems, who post various types of community engagement content (memes, funny videos, food, weather, etc.) to their over 260k followers, were also involved in our campaign to make sure we hit audiences from all different angles. While food-focused content creators were a priority, it was also important for us to tap into other types of audiences that we may not as easily persuade to try DoorDash for the first time.
Our goal was to get 8500 new customers on the DoorDash platform within one month using the promo code “DDLIFEMIA,” which gave new DoorDash customers an incentive of up to $15 off their first order. See how we did below.
Results
At first, the promotion code’s usage was fairly modest, but as the campaign progressed, it was clear that our multi-faceted approach was working to build compounding interest in the campaign. Here’s a week-by-week breakdown of our success:
Within just twenty days of our month-long campaign, we achieved our goal and surpassed the 8.5K DoorDash signups we were targeting.
Due to our rapid success and clear mastery of the Florida market, DoorDash has now asked us to continue the partnership with them and expand into other local markets such as Orlando, Tampa, and other parts of the Miami area.
About Heyday Marketing
We’re Heyday Marketing — an award-winning Digital Marketing agency voted one of 2021’s Best Digital Marketing Agencies in Miami. We provide our clients with top-notch customer service, transparent communication, and expertise in scaling and improving their online efforts and results. We bring over 50 years of combined digital marketing experience to the table and always strive to deliver the best possible results to our business partners.
We are certified Google and Facebook experts, as well as Shopify certified Partners, so look no further if you’re a business that needs to overhaul, optimize, and reprioritize your online marketing strategies. Our team of Miami-based industry-leading digital marketers is equipped with the tools, resources, and killer instinct necessary to enable success for your brand.
When you work with our Miami Social Media Agency Team at Heyday Marketing, you’ll gain an unfair competitive advantage in your industry and ultimately bring your brand to its Heyday.
* Heyday Marketing was subcontracted by a Doordash Agency to run this campaign.
