When it comes to Father’s Day, many families pick up the same old bottle of whisky, or a new pair of dad socks from the store. But the truth is what Dad really wants is a thoughtful gift and quality time with the people he loves.
With that in mind, DoorDash’s goal this Father’s Day was to get dads to tell everyone the secret: the Father’s Day gift I want is on DoorDash — and all that time you saved? Let’s spend it together.
As well as the USA’s favorite restaurants and groceries, DoorDash delivers everything from sporting goods and personal electronics to greeting cards. Our goal in partnership with DoorDash would free up time for memory-making with dad.
We knew that the best way to tap into the Gen Z community, who are often scrambling at the last minute to secure a Father’s Day gift, was to collaborate with influencers on TikTok and Instagram. The organic and paid boosted influencer content was perfectly positioned to reach those searching for the perfect gift.
It was essential for the influencer content produced to be sentimental, funny, and deeply relatable to highlight personal stories and family experiences around Father’s Day, while emphasizing the ease and accessibility of using DoorDash.
We’ve been working with DoorDash for over a year now, which means our campaign producers know what the ideal DoorDash partner looks like, and how to adapt the creator selection based on the aim of the particular campaign.
We selected 9 influencers in total to target the Gen Z demographic across Instagram and TikTok. macro-influencers The Leighton Show and Natalie and the Aguilars engaged audiences with their authentic sense of humor, sharing relatable perspectives that resonated with both parents and children.
In contrast, mega-creator Jesse Sullivan connected with audiences on an emotional level by sharing the significance of Father’s Day in his life as a transgender parent, showing the inclusive and heartfelt nature of the celebration.
As well as making Gen Z audiences aware that DoorDash is the best place to secure a Father’s Day gift, we wanted to guide social media users to the DoorDash app directly to make their purchase.
The organic influencer content performed excellently, achieving 7,015,458 impressions, but in order to hone in even further on the target audience, we utilized Paid Social boosting on Instagram and Spark Ads on TikTok. We delivered the ads to the demographic of mothers, and well as Gen Z with interests related to delivery services and Fathers Day
Multiple creatives were used (7 on each platform), which optimized paid performance and drove up result rates due to reduced ad fatigue and platform auto optimization between creatives. This is now an established best practice in our campaigns with DoorDash. 9,984,542 paid impressions were achieved (7% above platform forecasts), resulting in a blended impression total of over 17 millon. The fact that the organic impressions were close to matching the paid impressions was a mega result!
The content on TikTok drove 52,859 landing page views (68% above platform forecasts) which is exceptional as this was the only campaign DoorDash was running during the Father’s Day period.
Having established a strong partnership with DoorDash, we know that holiday campaigns that evoke emotion drive results for the brand, and spark brand love amongst consumers. We saw similar success with DoorDash this Valentine’s Day in which the overarching message was around gifting men flowers. Influencers let their audiences know that most men only receive flowers at their funerals – a shocking fact that stropped scrollers in their tracks, encouraging them to take action. Read more about that campaign here!
If you want to learn more about how to lean into significant cultural moments and find the perfect influencer partners to drive results for your brand like DoorDash have, reach out to us at hello@digitalvoices.com.
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