“The intent is to win in every zip code. So even though you might think of this as a national business, it’s actually a business that’s built block by block, city by city.” DoorDash’s Chief Marketing Officer Kofi Amoo-Gottfried spoke to Global President, GroupM Clients and Global CEO of Wavemaker, Toby Jenner about the bold moves and big-impact projects that have contributed to the growth of DoorDash. #WPPCannes
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Watching winning work can elevate your own projects by providing insights into creative excellence and innovative thinking. So which better way to look than the Cannes Lions International Festival of Creativity Titanium Lion Grand Prix winner, Wieden + Kennedy & DoorDash All-the-Ads Super Bowl campaign. This also happened to be our favourite Super Bowl ad - we know creative excellence when we see it. This campaign challenged Super Bowl viewers to input a comically long promo code to enter a sweepstakes to win a product from all 76 ads aired during the game. “It hijacked a cultural moment, making people look at the company in a fresh way,” said Jury President Debbi Vandeven, VML’s Global Chief Creative Officer. Debbi Vandeven emphasized the original purpose of the Titanium category: to reward work that 'causes the industry to stop in its tracks and reconsider the way forward’. DoorDash's campaign did just that. It was more than a Super Bowl ad—it was a product demonstration that showcased the company's evolution from delivering food to delivering anything people want. Vandeven highlighted that DoorDash and Wieden+Kennedy rethought everything, contending with legal challenges, complex partnerships, and real-time ad integrations. Dive into the case film to see how DoorDash and Wieden+Kennedy brought this groundbreaking campaign to life: https://lnkd.in/dJxDzdaw #CannesLions #TitaniumGrandPrix #CreativeExcellence #SuperBowlAds #AwardWinningCampaign
DoorDash - DoorDash All The Ads (case study)
https://www.youtube.com/
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How would a brand create a campaign that effectively communicates a business pivot? Doordash's marketing team was given a similar problem statement when Doordash decided to pivot from being a food delivery only business to a comprehensive delivery solution. To make this campaign a success, the team did 2 things: - Create a brand campaign for Super Bowl 2024, one of the most important marketing events of the year for US customers in order to maximise reach & top of mind awareness. - Craft an eye catching ad, that not only captures viewer attention but also stays with consumers. They offered a chance for 1 viewer to win absolutely everything that was being advertised in the super bowl finale, from grocery to cars, but with one catch, The viewers had to catch the promo code aired during the finale to stand a chance to win these prizes. This not only ensured they caught viewer attention, but also ensured that all through the super bowl finale, doordash will be front and center in the viewer's mind while they look for the exclusive promo code. DoorDash's ad in the 2024 Super Bowl is more than just a commercial; it's a strategic move to reposition and amplify the brand's presence and capabilities on a global scale, making it a case study in how to effectively utilize high-profile events to reshape consumer perception. #superbowl2024 #superbowl #superbowlads
DoorDash | DoorDash All The Ads - Teaser
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Get ready for a game-changing addition to the digital landscape! Link Gorillas is on the horizon, poised to transform the way we approach link building. Our mission? To redefine excellence in the realm of digital marketing by delivering unparalleled, top-tier link-building services. Gone are the days of settling for mediocre links that barely move the needle. With Link Gorillas, you can expect nothing but the best – quality-driven strategies designed to elevate your online presence and propel your business to new heights. Stay tuned as we prepare to unveil our innovative approach to link building. The future of digital success is just around the corner. Get ready to join the revolution with Link Gorillas! #LinkGorillas #QualityLinkBuilding #DigitalMarketingRevolution
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Trust is built on consistency and sincerity. I despise brands that lie, cheat or misrepresent their true intentions. Yesterday, during the "Big Game" there was an ad for Door Dash, where someone could win everything that was advertised during the game. At first glance this seemed fun and exciting. But then, when the "promo code" came on, it was ridiculously long...so much so, I'm sure it was meant to be humorous...but things like this bother me and here's why... 1) Promotions leading up to this were fun and exciting and the content was engaging...A WIN! 2) During the big game, people were waiting for this ad, knowing they could enter to win...ANOTHER WIN! 3) Then, when the ad came up, people watched, waited and then laughed at how ridiculously long the promo code was...WELL, NOW I CAN'T EVEN ENTER...A LOSS! This approach, although memorable, causes people to "pause" when they think of DoorDash now...Instead of a positive experience and a chance to win, non-users and users alike, now take a moment and remember the ad where they were excited and then reminded that there was no way they could enter and win...why would someone choose DoorDash now? When instead they can choose Uber, or Postmates, or Grubhub...all of which didn't mislead the viewers. In my opinion, shame on the big Agency Behind This...another example of why people have trouble trusting brands! Here is a link to the ad... https://lnkd.in/giPs85d9 At Lakefish Group, our branding and marketing efforst reflect our client's core values, resonating with their audiences in an authentic and honest way. #TrustInBranding
DoorDash | DoorDash All the Ads - :30
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One of the best insights in ADWEEK's cover story featuring DoorDash is Kofi Amoo-Gottfried's explanation on how DoorDash functions as an organization. Trust is paramount. Here's what he had to say about getting the ad approved: “My conversation with my CEO was literally in a one-on-one with no deck and went something like, ‘We’re doing Super Bowl. Here’s what my thinking was.’ [Tony Xu:] ‘Sounds great.'” And on his lawyers: “Our legal department? I love them. Because their job, as they understand it, is to help you get to yes, not say no. That’s the brief that they have down from our CEO: Your job is to help the team figure it out.” This is an organization that understands the value of marketing and trusts their team to execute. That's why Wieden + Kennedy could pitch such an absurd idea and actually get a client to say yes.
To demonstrate that people can get just about anything on DoorDash, DoorDash is going to DoorDash stuff from all the ads that air during the big game to one lucky person. Yes. Every. Ad. All the cars. 1000 Popeyes Wings. Too many snacks for any pantry to handle. The cash to put towards buying a home. A tax service. And so much more. I had the pleasure of sitting down with Jameson Fleming for the February cover of ADWEEK to share more about DoorDash’s brand and product evolution, about our new brand platform - “Your Door To More”, and about how we’re attempting to pull off a never-done-before idea. The thing about doing something novel is that it’s a high trust exercise. Trust from our leadership team at DoorDash - who ask and empower us to dream big and swing big. Trust across the working teams - Marketing, Product, Engineering, Strategy & Ops, Enterprise Partnerships, Legal - who have adroitly navigated many twists and turns together as this thing has taken shape. Trust between DoorDash and our incredible agency partners - Wieden + Kennedy, Wavemaker, Edelman. Trust between our internal creative studio Superette and the creative teams at W+K. Trust from all the other brands (Popeyes Louisiana Kitchen, Mars, Dove, Anheuser-Busch, PepsiCo, Kia Worldwide, Intuit, FanDuel, BMW of North America, LLC, YouTube, Mondelēz International, The Hershey Company, Kawasaki Motors Corp., U.S.A., Nestlé, Ferrara, Molson Coors Beverage Company, Volkswagen Group, BetMGM, State Farm) who’ve leaned in to build a collaborative participatory ecosystem that engages all of our fan bases around this idea. Honestly, watching that incredibly high level of trust develop in real time and at warp speed has been my favorite thing about an effort has felt at times like pretty #unhinged. HUGE shout out to the entire team in the comments. Head over to the microsite to watch the mother of all carts grow as more brands are announced. Oh, if you’re a brand in the game and we aren’t talking yet, please hit me up and let’s make some magic together over the next ~10 days!
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DoorDash is delivering more than your favorite meal—they're serving up impressive ad revenues!🚀 The paid media landscape is evolving, and platforms like DoorDash are diversifying their ad offerings, creating new opportunities for #TargetedAdvertising 🎯. DoorDash’s #AdRevenue is set to exceed $100M this year, expanding beyond restaurants to include grocery 🛒, retail 🏬, and #CPGAdvertisers. What does this mean for your #PaidMedia strategy? As DoorDash expands its ad products and capabilities, it offers marketers new ways to reach engaged, ready-to-buy consumers. Have you considered adding non-traditional ad platforms that can drive significant #ROI 📈? Incorporating innovative ad spaces like DoorDash into your #marketingstrategy can enhance visibility 👀, optimize consumer #conversion 💡, and maximize #ROAS 💰. Don't know where to start? send us a DM! Source: https://bit.ly/45j6fp3
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Enterprise Solutions Consultant - Pro AV @ Sharp Business USA | Partnerships, Business Development & Sales | ex-Uber, Checkr, & Box
Tuesday Tips 👇🏾 • • • • • What are the 5 critical components to building a Go-To-Market Strategy? The five critical components to building a Go-To-Market (GTM) strategy typically include the following. ➡️ understanding your target market ➡️ defining your value proposition ➡️ developing a pricing strategy ➡️ deciding on distribution channels ➡️ creating a promotional plan For example, with my experience in strategic partnerships at DoorDash & previous roles, focusing on distribution channels & leveraging my expertise in business development to establish effective pathways for our DoorDash for Business platform to reach new corporate customers could be an instrumental part of our GTM strategy. #doordash #gtm #value #targetaudience #channels
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Copywriting Intern @ Erich and Kallman | Comms, Advertising & Marketing | Women's Sports | #BlackGirlMagic | USF Ad Major
DoorDash's strategy to deliver everything from cars to Popeyes, and even offering funds for a home purchase, is inspired by all the Super Bowl ads. This approach sets DoorDash apart from other food delivery platforms by injecting a fresh perspective. DoorDash is demonstrating fearlessness in breaking the mold and redefining the expectations of a delivery service. This move emphasizes that DoorDash is not just about quick food delivery but providing a comprehensive experience. It exemplifies the kind of innovative thinking they mean when referring to actions beyond typical Super Bowl ad spending. #superbowlads #doordashalltheads
To demonstrate that people can get just about anything on DoorDash, DoorDash is going to DoorDash stuff from all the ads that air during the big game to one lucky person. Yes. Every. Ad. All the cars. 1000 Popeyes Wings. Too many snacks for any pantry to handle. The cash to put towards buying a home. A tax service. And so much more. I had the pleasure of sitting down with Jameson Fleming for the February cover of ADWEEK to share more about DoorDash’s brand and product evolution, about our new brand platform - “Your Door To More”, and about how we’re attempting to pull off a never-done-before idea. The thing about doing something novel is that it’s a high trust exercise. Trust from our leadership team at DoorDash - who ask and empower us to dream big and swing big. Trust across the working teams - Marketing, Product, Engineering, Strategy & Ops, Enterprise Partnerships, Legal - who have adroitly navigated many twists and turns together as this thing has taken shape. Trust between DoorDash and our incredible agency partners - Wieden + Kennedy, Wavemaker, Edelman. Trust between our internal creative studio Superette and the creative teams at W+K. Trust from all the other brands (Popeyes Louisiana Kitchen, Mars, Dove, Anheuser-Busch, PepsiCo, Kia Worldwide, Intuit, FanDuel, BMW of North America, LLC, YouTube, Mondelēz International, The Hershey Company, Kawasaki Motors Corp., U.S.A., Nestlé, Ferrara, Molson Coors Beverage Company, Volkswagen Group, BetMGM, State Farm) who’ve leaned in to build a collaborative participatory ecosystem that engages all of our fan bases around this idea. Honestly, watching that incredibly high level of trust develop in real time and at warp speed has been my favorite thing about an effort has felt at times like pretty #unhinged. HUGE shout out to the entire team in the comments. Head over to the microsite to watch the mother of all carts grow as more brands are announced. Oh, if you’re a brand in the game and we aren’t talking yet, please hit me up and let’s make some magic together over the next ~10 days!
Inside the Audacious Attempt to DoorDash the Super Bowl
adweek.com
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"Are you clear on what your value systems are and where you show up and don't show up? And all of those fall into the scope of the role." DoorDash CMO Kofi Amoo-Gottfried reflects on how his position has transformed in an increasingly complex world. #Marketing #DoorDash #CMO #CannesLions #Values #BusinessTransformation
The role of the CMO has grown more complex over the past five years says DoorDash CMO Kofi Amoo-Gottfried
businessinsider.com
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DoorDash is stepping up its Super Bowl game with the launch of "Pretty Much Anything," a campaign set to rival Uber Eats' successful "Get Almost Almost Everything" initiative. But does it stand out, or is it just a tad too similar? 🤔 DoorDash is going one step further, by offering one lucky winner a taste of EVERYTHING showcased in this year's Super Bowl ads 😱. From cars to chicken wings, Doordash is delivering it all, highlighting the unmatched versatility of its delivery capabilities. What do you think about DoorDash's approach compared to Uber Eats' strategy? For more posts like this follow 👉 It's Called Marketing Source: https://lnkd.in/gn-vyWX6 #SuperBowlAds #Innovation #ConsumerInsights #MarketingStrategy #DeliveryServices #Campaign #DigitalMarketing #Advertising #Promotion #Branding #CustomerExperience #IndustryTrends
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Global President, GroupM Clients | Global CEO, Wavemaker
3wSuch a pleasure to spend time with Kofi, a true game changing CMO.