How Our Multi-Faceted Influencer Campaign Generated Over 15,000 New Customers For DoorDash
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.
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.
@rodofoelchamo
Radio Personalty
@metisha
Actress
@pollitotropical
Cuban Youtuber
@lapasqualotto
TV/Radio Host
@querikoconkiko with 30k+ followers, @asbury14 with 67k+ followers, @victordrija with 1.6M+ followers, and so many more, were tapped to participate in the campaign.
With their massive reach and legitimate local following, the campaign was far more likely to be memorable, recognizable, and trustworthy to potential DoorDash customers.
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.
@smoothie_spot
@brickellcitypizza
Community Pages such as @lifestyle_Miami, @adayinmiami, @miamicertified, and @miamiproblems, who post various types of community engagement cont_
Our goal was to get 8,500 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.
