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.

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