DoorDash - "Self-Love Bouquet"

GUT

GUT Los Angeles, United States

Awards

2704

This ad is part of the ACT Responsible Collection

Brand: DoorDash
Country: United States

Advertiser: DoorDash

Title	Self-Love Bouquet
Agency	GUT
Campaign	Self-Love Bouquet
Advertiser	DoorDash
Brand	DoorDash
Date of First Broadcast/Publication	2022
Business Sector	Other Online Services
Philosophy	Though part of larger cultural conservation, self-love takes a backseat around Valentine’s Day. Since self-love isn’t new, it was important to have a fresh take. We decided to take self-love literally, tapping into the 72% of US adults that believe self-pleasuring is a form of “therapy”, and start a conversation that is weirdly taboo: female self-pleasure (Tenga, 2021).We grounded the conversation in destigmatizing female self-pleasure using the most iconic Valentine’s gift — a bouquet of red roses. Introducing: The Self Love Bouquet, a bouquet exclusively on DoorDash made of 11 real roses and one Rose™, the best selling female sex-toy of the last five years.In creating the bouquet, we were able to sell flowers to a new demographic – single people who don’t purchase flowers on this holiday. What could have just been a conversation about destigmatizing self-love actually put it into practice: helping women self-pleasure without shame.StrategyMore women than ever are spending Valentine’s Day alone (1 in 4, according to SWNS). DoorDash’s target audience for Valentine’s Day was existing consumers between 18-30 years old. With 52% of DoorDash consumers being women, we knew that we’d have to craft a narrative that gave single women permission to enjoy Valentine’s Day to the same extent that people in couples would.This meant capitalizing on the existing narratives around pleasure, passion, and romance that are always front and center on Valentine’s Day – and tailoring them to single women. Our key message was: Be your own Valentine. Buy yourself flowers.Through the use of curated mailers, we secured 963,200 social media impressions, with total impressions landing over 749,000,000 thanks to broadcast coverage and coverage in multiple online publications listed below.ExecutionWe crafted The Self-Love Bouquet, a 12-rose bouquet, with a twist. It held 11 traditional red roses, and one very special rose, The Rose™. We teamed up with local florists to provide the roses and sold The Self-Love Bouquet in DashMarts in select markets in the four days leading up to Valentine’s Day.
Problem	In 2022, DoorDash celebrated Valentine’s Day by announcing same-day flower delivery from local florists with a campaign mainly focused on awareness. But in 2023, DoorDash was already established as more than just a food delivery service. So we needed a big idea that would go one step further: sell flowers on the scale of both delivery rival Uber Eats and flower delivery giant 1-800-Flowers.We knew that most other delivery services would cater to traditional couples. Rather than get drowned out in their conversation, we decided to start a conversation of our own by prioritizing other, less often celebrated, kinds of love.Ultimately, our task was to show consumers that DoorDash could be a go-to destination for same-day flower delivery on Valentine's Day by meeting two important KPI's: 200MM earned media impressions and 500k social impressions
Result	963,200 Social Impressions39,000 Total Mentions749,000,000 Total Impressions$17,000,000 Gross Merchandise Volume.$6,000,000 Local Florists’ Gross Order Volume (2x year prior)Sold out within 4 days
Media Type	Case Study
Length	115 seconds
Founde / Creative Chairman	Anselmo Ramos
Global CEO	Andrea Diquez
Managing Director, Global Chief Client Officer & Partner	Carmen Rodriguez
Regional Chief Creative Officer / Global Partner	Ricardo Casal
Regional Chief Creative Officer / Global Partner	Juan Javier Peña Plaza
Global Chief Strategy Officer & Partner	Fernando Ribeiro
Director Of Communications	Alexandra Velasco
Executive Creative Director	Ariel Abramovici
Executive Creative Director	Bruno Acanfora
Senior Art Director	Aurelie Diaz
Copywriter	Lauren Torres
Executive Producer	Jack Cutler
Senior Producer	Griffin Morrow
Head of Account Management	Joselyn Bickford
Business Director	Teddy Notari
Group Strategy Director	Matias Candia
Strategist	Tierney Riccitelli
Director of Content Strategy	Rosa Cubas
Senior Content Strategist	Isabella Perez
Director of Creative Operations	Junia Parodi
Chief Marketing Officer (CMO)	Kofi Amoo-Gottfried
VP, Consumer Marketing	Gina Igwe
Director Of Marketing	Peter Sergel
Head Of Brand Marketing	David Bornoff
Director Of Consumer Marketing	Katie Coffee
Executive Creative Director	Mariota Essery
Creative Director	Rafael Segri
Design Director	Adriel Nunes Teles
Senior Manager, Business Lead, Creative	Alissa Sheely
Project Manager, Creative	Daisy Farber
Senior Copy Lead	Rachel Dady
Lead Copywriter	Eric Arline
Senior Graphic Designer	Julio Sotomayor
Marketing Manager	Scott Lee
Brand Marketing Manager	Katherine Flynn
Senior Brand Strategist, Marketing	Hannah Gulla
Senior Associate, Consumer Communications	Cristen Milliner
Senior Manager, Consumer Communications	Jinny Davoudi
Senior Director, Head Of Content And Social Marketing	Nicole Sia
Social Media Lead	Darcy Dell’era
Executive Producer	David Schiavone
Creative Producer	Jeremy Lewis
Production Company	Craig Cutler Studios
Director/Photographer	Craig Cutler
Director of Photography (DOP)	Blake Mohr
Executive Producer	Fela Cortes
Production Company	Unicorns&Unicorns
Technical Creative Director	Sun Komen
Executive Producer	Jenny Gobel
Producer	Jonathan Park
Creative Producer	Nick Gast
Associate Creative Director	Ceara Adamson
Art Director	Mike Gallegos
Production Designer	Nick Murphy
Production Company	Mad Box Made
Post-production Producer	Macy West
Editor/Colorist	Matt West