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DOORDASH

Brand Strategy

How can DoorDash continue to push for racial progress?

Cliff Notes

THE ASK: How can DoorDash continue to push for racial progress to create a better future for our country and communities?

THE CONFLICT: 41% of Black-owned businesses have closed their doors in the past year compared to 17% of White-owned businesses. While a rise in activism across the country pushed for support of Black-owned businesses, many of these purchases were one-time transactions and failed to translate into habitual purchase habits. 

THE RESOLUTION: Utilize existing touch points in Black pop culture that are driving national conversation to celebrate Black-owned businesses and create action-oriented opportunities for continued support.

THE SITUATION

Despite a rise in activism last summer and a swell of support on social media, black-owned businesses are still struggling.With the swell of support on social came a guilt-driven push to purchase from black owned businesses. However, after these purchases were made once, that guilt faded and the support was lost.

THE REALIZATION

People often feel called to push for racial progress when they see it through the scope of the media, but often fail to bring it back home and translate it into actionable support.

OPPORTUNITY

Utilize existing touch points in Black pop culture that drive national conversation to reach consumers and create new, action-oriented  opportunities that support our  local communities.

Our Approach:

TURN ONE-TIME FOLLOWERS INTO CONSTANT SUPPORTERS

TRANSLATE A NATIONAL CONVERSATION INTO A LOCAL RELATIONSHIP

CHANGE A RESPONSE TO GUILT INTO A CELEBRATION OF BLACK SUCCESS

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DELIVERING FOR THE CULTURE

FLAVOR KICKOFF

Start the campaign off with a big delivery by garnering national attention for local black restaurants in cities from coast to coast by getting Donald Glover and the 'Atlanta' cast to deliver famous "lemon pepper wings" from local Black-owned restaurants across the country. 

PHASE 1 |

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Take the national buzz from the Flavor Kickoff and make it hyperlocal by partnering with Hulu to drive purchases for Black-owned restaurants like never before. 
Stream for the Flavor is a new way to interact on Hulu utilizing existing Interactive Living Room, GatewayGo, and Geofencing technology.
Viewers will simply select their favorite TV show and pause the TV on the right food moment to unlock a special ad for that very same food available from a Black-owned restaurant near their location.

PHASE 2 |

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We will continue to deliver for the culture through Spotify music to celebrate the influence of Black food culture.
 
Phase 2 will utilize geo-targeted ads so users can order dishes from their local black-owned restaurants while listening to music that mentions the very same food.

PHASE 3 | For the Flavor

Finally, we will solidify our local Black-owned restaurants into national culture by creating an album inspired by, and celebrating, the flavor of our homes. Both established and up-and-coming independent Black artists will feature songs that highlight a local Black-owned restaurant from their hometown and proceeds will go directly back into those communities. 

DELIVERING FOR THE CULTURE THAT HAS ALWAYS DELIVERED FOR US. ORDER UP.

My Dashers

Charlotte Robins (ST) 

Ali Weiner (ST) 

Lex Coelho (XD) 

Camden Dechert (AD) 

Liam McKay (AD) 

Mackenzie Thomas (CW) 

My Role

Strategic development 

Creative briefing 

Deck flow + presentation