John St. | Agency Profile, Contacts, AOR, Client Relationships

See Winmo sales intelligence in action

Gen-Z, B2B Opps: DoorDash launches first new campaign since 2019

The Martin Agency, the new campaign rolled out across TV, radio and OOH in Chicago, Dallas, Los Angeles, Miami, New York and San Francisco.

So far this year, iSpot reports that DoorDash has spent approximately $38.7m on national TV commercials, down 9% from the approximately $42.7m spent by this point last year. The company spent about $73.4m on this channel last year, up 8% from when it spent about $68m in 2020. DoorDash's 2022 commercials have targeted millennials watching shows such as NBA Basketball, The Office, Friends, The First 48 and Two and a Half Men.

According to Pathmatics, the company has allocated roughly $79.4m toward digital ads YTD, 28% less than the roughly $110.7m allocated within the same 2021 timeframe. In 2021, DoorDash's estimated full-year spend jumped 73% to $160.2m from that of $92.7m in 2020. Since the beginning of 2022, the company has earned ~7.8b digital impressions via desktop video (37%), Facebook (34%), Instagram (27%), Twitter (1%) and desktop display (1%) ads. Most of this year's desktop video ads have been placed site direct onto destinations such as youtube.com (62%), Twitch, brainly.com, espn.com and weather.com.

DoorDash currently has three key target demographics: merchants, restaurants and the combined group of its drivers (Dashers) and users. The new campaign's strategy reaches all three target audiences, showing how each order benefits individual merchants and Dashers.

As far as consumers are concerned, the new campaign relies heavily on storytelling and social media, a strategy that tends to result in high ROI among Gen-Z (more FaZe Nate Hill.

Agency & martech readers - Get in touch soon to offer PR services; the company does not currently seem to outsource these duties. Along with creative AOR The Martin Group, DoorDash works with media, digital, social and programmatic AOR Wavemaker NY.