Hispanic Recruitment Campaign

Ask:

1) create evergreen, full-funnel paid media assets that drive efficient acquisition in the short term.

2) identify breakthrough ideas that will build sustained top-of-mind awareness and consideration with Hispanics over the long-term

Insight:

Hispanic hustle like no other for stability and independence with an unspoken understanding to help other Latino Hustlers, going above and beyond as a reflection of who they once were.

Strategy:

Increase Hispanic Dasher acquisition by showing how Hispanics defy limitations through community and hustling to be owners of their future, with DoorDash– a trusted partner in the process.

Campaign:

Everyone Knows, You Should Too

Rooted in the understanding/trust in word of mouth

At the heart of this campaign is comedy through intrigue and relatability. Every spot features Irene–la chismosa–a typical fixture of curiosity and intrigue in Hispanic cultures. 

The audience sees the link between the local community's steady rise in life and the flexibility to earn as Dashers, even though Irene can’t figure it out

With :60, :30, and three :15 videos (in both English and Spanish), The creative campaign will run nationally across streaming TV and paid social.

Along with updates to the Dasher app that make it seamless and accessible for Dashers whose primary language is Spanish, aiming to improve the process for Spanish speaking dashers.