DoorDash
Team: Hasib, Jason & Claudia
Category: Food Delivery
Published: Fall 2023
C / Client & Campaign
CLIENT
DashPass, DoorDash
CHALLENGE
DashPass users drop significantly after two months of free trial
TASK
Inform consumers of DashPass benefits, convert new sign-ups, and ensure retention
O / Objective Research
COMPANY
Market leader, owning a major market share
CATEGORY
DoorDash dominates the market with 66% share, the closest competitor at 23%.
CUSTOMER
Customers tend to choose apps with lower costs or special offers
CULTURE
Consumers look for minimal hassle for delivery to their doorstep
$8.5B
in revenue in 2023 (Source)
60%
consumers order weekly (source)
45%
prefers loyalty programs (source)
$67
on takeout per week (source)
Secondary Research, sources included.
AI Tools used: Open AI - ChatGPT Pro, Microsoft - Copilot, Google Gemini,
SDRS, SIMMONS, Mintel
M / Market Insight & Strategy
AUDIENCE PERSONA
|
Urban Foodies (18-24): Enjoy exploring new dining options and supporting local spots. Live in major cities and love nightlife. |
Busy Parents (25-38): Order takeout to unwind after busy days, valuing family time at the dinner table. Career and family-focused. |
PROJECT
Design a 4-month campaign, JUN-SEPT to increase sign-up of DashPass products
INSIGHT
DashPass users tend to drop off quickly after the initial trial period.
MARKETING GOAL
How can DoorDash bring and keep DashPass subscribers?
MEDIA OBJECTIVE
Keep DashPass Top of Mind for DoorDash Consumers to Increase Retention
P / Plan the Media Mix
LOCATION
National, across USA
STRATEGIC FIT
Sponsor local cookouts featuring local vendors, chosen through consumer voting.
Paid Social
25%
Search
20%
Influencer
25%
CRM
10%
Experiential
20%
CRM
Platform: App (37M), Email, SMS, Website (60M)
Type: Notification, Deals, SMS, Email, Newsletter
Experiential
Platform: Sponsor local food fests,
Type: Live Coverage, Promo Price, Pre-Event Hype
Paid Social
Platform: Facebook, Instagram, TikTok
Type: Text with Images, Animated Image
Search
Platform: Google, Bing, and Yahoo
Type: Optimized raking with keywords, page, and content
Influencer Collab
Influencer: @JamieOliver (10.4M) & @DeliciouslyElla (2.4M)
Platform: Facebook, Instagram, TikTok
Type: Video, Stories, Reels
A / Aligning Creative
Emphasizing $0 delivery fee and monthly subscription fee.
Campaign Flight and Investment
S / Success Metrics
↑5%
New Sign-ups
↑10%
App Download
↑15%
Favorability
↑25%
DashPass Retention
S / Strategy Optimization
Monitor and Evaluate
Monitor, track KPIs, assess
Stay Flexible and Agile:
Adapt, respond, pivot
Learn and Iterate:
Analyze, inform, improve.
