Why DoorDash Mother’s Day Campaign Works
Doordash's Objective: Drive awareness to flower delivery service + increase sales
This year, DoorDash is promoting its flower delivery services by sending custom arrangements inspired by mothers’ old photos through TheMemoryBlooms.com. The food delivery chain is partnering with 3,000 florists nationwide to assemble the arrangements. A two-minute film created by The Martin Agency and directed by Nina Meredith highlights the emotional connection flowers can bring when rooted in sentimental value through the eyes of Jayne Neal
The Campaign had a trigger: Mother's Day
The environmental trigger that will keep this campaign top of mind was that it was framed around and for Mother's Day
The Campaign had emotion: Love
When we care, we share. Everyone can relate and identify with loving their mother, grandmother, or mother figure added with the desire to want to celebrate and honor all their sacrifice and generosity.
The Campaign had: A compelling story
People are more likely to share a memorable story than a list of technical facts and features about a product. As a young Black woman who grew up in the Jim Crow south in the 1950s before attending Howard University, it’s clear how significant flowers are to Jayne Neal’s sense of self-worth. Now a 77 year old mother with Alzheimer’s Disease, Neal is taken back in time when she’s surrounded with beautiful flowers from her past
The Campaign had: A Practical value
News you can use. People share things to help others. If you were watching this campaign the day of Mother's day and still needed to purchase a gift this campaign reminded you of the practical value of ordering flowers through door dash. Hence encouraging you to use the service. Mission accomplished.
Watch the the full film below
Ask yourself these questions when creating you next campaign ( or hire us to do it for you)
How can you craft your next campaign around an environmental trigger like a holiday?
What stories can you incorporate to make your campaign connect with your audience?
What practical CTA will you add to help you audience take action?
