On-demand delivery platform DoorDash partners with Dept on holiday campaign
The holidays are the official season of miracles, and DoorDash has a new campaign, “Everyday Miracles,” a reminder of the smaller ones that keep the holidays going and make them memorable.
From a last-minute office party gift to the secret ingredient for holiday casserole, DoorDash has been working to deliver everyday essentials and turns them into seasonal miracles. The on-demand delivery giant tapped DEPT® to bring the campaign to life across social and paid media platforms.
To resonate with audiences, the campaign needed to capture the spirit of the season. Together, DEPT® and DoorDash focused on highlighting the real experiences and sentiments of consumers during the holidays — leaning into all the silly, stressful, sappy, and celebratory ways people express themselves as they prepare for this time of year. To do so,Dept leveraged popular cultural moments and viral creator skits, from Girl Dinner to sports chatter, as well as the unavoidable rants about Christmas.
Nicole Sia, senior director of content marketing and social media, DoorDash: “The holidays can be as stressful as they are delightful. DoorDash wants to help customers focus on the latter and let us help with all the madness. We love how this campaign taps into the authentic ways people really think and live the holidays, and how it all feels so relatable. “
The social media activation relies on a mix of owned and creator content. DoorDash owned content, created by DEPT®, focuses on punchy, relatable copy that blends trends and unique insights. The captivating portraits and product photography that make up the creative assets are designed to be viewed quickly without minimal interruption to users’ scrolling experience. Additionally, this campaign marks DoorDash’s first time investing in bespoke Pinterest content, aimed at providing consumers inspiration for last-minute gift ideas.
Ro Otamendi, Creative Director, DEPT: “We wanted our owned content to feel representative of holiday truths. Sometimes you burn the turkey, sometimes you show up to potlucks with a store-bought dish, and sometimes you want to skip events altogether. We tried to capture that in paid content that’s straightforward and that complements the longer-form storytelling of the TVC and the creator videos.”
Creator videos are an essential element of the campaign and DoorDash’s overall social presence, as the brand has a history of successful collaborations with popular social media personalities. For this campaign, DEPT® and DoorDash wanted to explore the value of creator-led sketch and situational content versus traditional sponsored videos.
As a result, the activation includes unique concepts designed specifically for a variety of creators that encapsulate the humor, whimsy, and humanity of the overall campaign — including a sumptuous dinner party hosted by @madelaineturner and whimsical rhyming stories narrated by @zzzachariah.
The campaign is now running on DoorDash’s Instagram, Facebook, and TikTok and will remain live until after Christmas.
