DoorDash specializes in delivering from restaurants, grocery stores, convenience stores, and more. The company was founded in 2013 in California but has been operating in Quebec since 2019. In March 2020, during Quebec's lockdown, DoorDash saw an opportunity to stand out from its competitors by investing heavily in the province.
Mandate
DoorDash entrusted us with the task of creating and managing several comprehensive campaigns for the summer season in Quebec.
"The goal with this mandate was to position DoorDash as the second-largest player in the Quebec market. We're proud to say that our mission was a huge success. Our aggressive objectives were centered on conversion, and our differentiator was undoubtedly our sound data management and creative approach. These helped us surpass our initial objectives. Among some Quebecers, we were even the first choice!"
Our Approach
To make this happen, we crafted a uniquely Montreal concept: a festival of flavors delivered right to your doorstep. Whether enjoying food by the pool, in the park, or on a balcony, our goal was to recreate the vibrant energy of summer festivals that people were sorely missing. Our creative approach echoed the vibes of major music festivals from across the world, spotlighting a lineup of delectable dishes and highlighting local favourites like Fromagerie Victoria and Mr. Puffs. We developed a 360-degree media strategy leveraging various digital platforms (Facebook, Google, Snapchat, TikTok, video, and programmatic), along with targeted advertising for local eateries, festival-style direct mailings, and influencer partnerships. All this with the goal of encouraging people to create their own festival experience at home. To take things a step further, we came up with the concept of a web series with comedian Matt Duff as our host. As our host, Matt invited special guests to share their thoughts on local restaurants, all the while showcasing how convenient it is to use DoorDash to get food delivered.
Results
Cost per new customer acquisition
$85.26
vs. $128.84 YoY
Cost per impression
$0.04
vs. $0.07 YoY
Cost per site visit
$1.14
vs. $1.27 YoY
Return on Influencer Fees (ROIF)
$5.91
vs. Average of 2
Return on Media Equivalent (RME)
3.07
vs. average of 1.5
