The back-to-school period is a tentpole purchase occasion for DoorDash. In support of this major moment, I was Copy Lead on touchpoints throughout the funnel, from scripting our celebrity social activation (hey, Jessica Biel!) down to writing CRM and in-app assets. This involved turning our marketing brief and consumer insights into value props and messaging that could be carried across the campaign.
Grab & Go Bento Activation
We teamed up with Jessica Biel, well-loved celebrity and parent of two, to collaborate on limited-edition bento box lunches for back-to-school. The aim was to show that DoorDash should be your go-to utility for getting whatever you need, right when you need it.
The videos above and below were part of a social and PR campaign, which resulted in sold-out supplies within 12 hours of launch. It was featured by People Magazine, Motherly, Yahoo! Life, and more.
Shopping Hub
I translated our value props into key messaging that’d appear front and center on the campaign’s main landing page (desktop, mobile, and in-app) throughout the back-to-school season.
Opt Out Email
Heading into the BTS season, CRM insights told us that it’s one of the biggest audience unsubscribe occasions. To curb this behavior and give customers what they want, we gave them a playful and direct way to decide for themselves if they wanted to receive these communications.
Custom Storefront
The in-app home for our Bento activation, where customers could buy limited-edition products launched just for this campaign.
