Open For Delivery

At the start of 2020, DoorDash was one of the fastest growing brands in America, leading the food delivery category in terms of market share. ​

​We knew media had to do more than it had in the past. Media couldn’t simply be a vehicle for promo codes but serve a broader role for the business in illustrating what the brand stands for and who it stands behind.​

 ​Even before the pandemic, we knew media had untapped potential to serve acquisition and brand building goals.​

​

​

DoorDash always had strong brand values, yet never featured it in their marketing.  As a company guided by engineers, functional performance marketing always took precedent. So to convince DoorDash that values-based brand building can drive growth, we had to speak their language: we built a performance simulation. 

Using a custom agent-based model that was built on top of Wavemaker’s proprietary Momentum data for DoorDash, we explored simulated investment scenarios against various brand and functional attributes.

Open for Delivery launched 3/20, one week after Covid-19 was declared a national emergency and one day after California issued a statewide stay-at-home order. The message was simple, poignant and minimally branded.​​

Our first television spot aired nationally on ABC World News Tonight moments after DoorDash posted the initial #OpenForDelivery post and only hours after openfordelivery.com went live. The openfordelivery.com site was set up by DoorDash to serve as a primary resource for checking on which nearby restaurants were open for delivery. ​

Television spots continued to air that evening across news outlets, broadcast and cable – rolling out to wider cable networks, full episode players, and CTV properties. National T/V provided a steady drumbeat as merchants, consumers, and celebrities joined the hashtag on social, raising the profile of their favorite local spots.