Why it works: The self-love bouquet

Highlights three takeaways for creative effectiveness from The self-love bouquet campaign, with input from the Executive Creative Director of DoorDash’s internal creative studio, Mariota Essery, and Fernando Ribeiro, GUT’s Global Chief Strategy Officer, who worked on the campaign.

The food delivery market is rapidly evolving, with delivery services like DoorDash tapping into demand in new categories like groceries, alcoholic drinks, and in DoorDash’s case, flowers. But when the majority users of delivery services are single people, growing the customer base for flowers was a challenge.

The approach of DoorDash and its agency GUT was to lean into this single customer base, and disrupt the tradition of gifting flowers. By tapping into an active cultural conversation around self-love, the brand encouraged women to buy flowers for themselves on Valentine’s Day, in a surprising and buzzworthy campaign.

In this WARC...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands