DoorDash - Self-Love Bouquet (case study)

In 2022, DoorDash marked Valentine’s Day with the introduction of same-day flower delivery from local florists, aiming mainly for awareness. By 2023, DoorDash had evolved beyond food delivery and sought a standout idea to rival both Uber Eats and 1-800-Flowers in the flower delivery market. Recognizing the focus of competitors on traditional couples, DoorDash aimed to stand out by prioritizing and celebrating other forms of love often overlooked in Valentine's Day conversations. IDEA Amid the broader cultural conversation, self-love often takes a backseat during Valentine’s Day. Seeking a fresh perspective, we decided to approach self-love quite literally, acknowledging the therapeutic value of self-pleasure for many adults. To destigmatize the taboo topic of female self-pleasure, we leveraged the iconic Valentine’s gift—a bouquet of red roses—to introduce The Self Love Bouquet exclusively on DoorDash. This bouquet featured 11 real roses and one Rose™, the top-selling female sex-toy of the last five years. By creating this unique bouquet, we aimed to reach a new demographic—single individuals who typically don’t purchase flowers for the holiday. In addition to sparking conversations about destigmatizing self-love, our initiative provided a practical means for women to indulge in self-pleasure without shame. STRATEGY As more women spend Valentine’s Day alone, with 1 in 4 opting for solo celebrations according to SWNS, DoorDash aimed its Valentine’s Day campaign at its existing consumer base aged 18-30, with 52% being women. Recognizing the need to empower single women to fully enjoy the holiday, we crafted a narrative that embraced themes of pleasure, passion, and romance typically associated with Valentine’s Day, tailored specifically to single women. Our key message encouraged women to embrace self-love by being their own Valentine and treating themselves to flowers. OUTCOME 963,200 Social Impressions 39,000 Total Mentions 749,000,000 Total Impressions $17,000,000 Gross Merchandise Volume. $6,000,000 Local Florists’ Gross Order Volume (2x year prior) Sold out within 4 days AWARDS The ANDY Awards 2024 Gold Bravery Gold Idea Cannes Lions 2023 PR Grand Prix CREDITS Brand: Doordash. Agency: GUT Los Angeles. Co-Founder & Creative Chairman: Anselmo Ramos. Global Chief Executive Officer: Andrea Diquez. Managing Director, Global Chief Client Officer & Partner: Carmen Rodriguez. North America CCO & Global Partner: Ricardo Casal. North America CCO & Global Partner: Juan Javier Peña Plaza. Global Chief Strategy Officer & Partner: Fernando Ribeiro. Director Of Communications: Alexandra Velasco. Executive Creative Director: Ariel Abramovici. Executive Creative Director: Bruno Acanfora. Senior Art Director: Aurélie Diaz. Copywriter: Lauren Torres. Executive Producer: Jack Cutler. Senior Producer: Griffin Morrow. Head Of Account Management: Joselyn Bickford. Business Director: Teddy Notari. Group Strategy Director: Matias Candia. Strategist: Tierney Riccitelli. Content Strategy Director: Rosa Cubas. Senior Content Strategist: Isabella Perez. Director Of Creative Operations: Junia Parodi. DoorDash Chief Marketing Officer: Kofi Amoo-Gottfried. VP, Consumer Marketing: Gina Igwe. Director Of Marketing: Peter Sergel. Head Of Brand Marketing: David Tai Bornoff. Director Of Consumer Marketing: Katie Coffee. Executive Creative Director: Mariota Essery. Creative Director: Rafael Segri. Design Director: Adriel Nunes Teles. Senior Manager, Business Lead, Creative: Alissa Sheely. Project Manager, Creative: Daisy Farber. Senior Copy Lead: Rachel Dady. Lead Copywriter: Eric Arline. Senior Graphic Designer: Julio Sotomayor. Marketing Manager: Scott Lee. Brand Marketing Manager: Katherine Flynn. Senior Brand Strategist, Marketing: Hannah Gulla. Senior Associate, Consumer Communications: Cristen Milliner. Senior Manager, Consumer Communications: Jinny Davoudi. Senior Director, Head Of Content And Social Marketing: Nicole Sia. Social Media Lead, Content And Social Marketing: Darcy Dell’era. Executive Producer: David Schiavone. Creative Producer: Jeremy Lewis. Craig Cutler Studios Photographer/Director: Craig Cutler. Dop: Blake Mohr. Executive Producer: Fela Cortes. Unicorns And Unicorns Technical Creative Director: Sun Komen. Executive Producer: Jenny Gobel. Producer: Jonathan Park. Creative Producer: Nick Gast. Associate Creative Director: Ceara Adamson. Art Director: Mike Gallegos. Production Designer: Nick Murphy. Madboxmade Post Producer: Macy West. Editor/Colorist: Matt West. Video copyright: Cannes Lions (canneslions.com) and The Work (lovethework.com).