Social Media AOR
The Brief
DoorDash is the largest food delivery service in the United States. Our team was tasked with developing and managing social-specific campaign initiatives, trend-driven regular posting to foster engagement and community, and creative support to extend larger brand goals and values.
The Strategy
As their Social AOR, we supported their initiatives and mission, to grow and empower local economies through their services, with a community focused, on-trend, and creator first strategy. We produced a constant stream of creative through partnerships, community engagement highlights, and in-house filming to mimic a relatable UGC style.
Dashpiration
Jumping onto the trend of inspirational quotes circulating on social, we did a series of photo-shoots where in-context inspirational quotes encouraged viewers to order through DoorDash. With minimal budget available I not only art directed the shoot, but also built the sets, set the props, and styled the food hand-in-hand with our photographer.
Narrative Nibbles
For a series of posts highlighting follower comments, we did a custom photo shoot for backgrounds that not only embodied the content, but also the essence of the DoorDash brand look and feel. When we needed additional backgrounds that weren't captured in the original shoot, we turned to matching some purchased stock to the vibe of the original shoot (the shower featured in these examples).
Patron of the Arts
In support of their commitment to support local economies, DoorDash needed a community driven campaign that lived on social with an authentic voice and curated, engaging content. We took a creator first approach to content, transforming the client’s community first initiative into a Patron of the Arts social campaign.
By working hand-in-hand with the creators to make sure their message rang true to the brand goals, we collaborated on concepts, scripts, edits, and final pieces. We wanted to empower the creators to make content that their fans love and expect. All while giving a shout-out to the fact that they can get everything they need ordered through DoorDash.
Here is some example creator content:
Never Ending Fall Collaboration
To support The Summer of DashPass Campaign, we partnered with Never Ending Fall, who was having a moment, to do a series of summer themed content. We weaved DoorDash and DashPass into their regular series for their followers, as well as a couple one-off collaborations. Here are a couple examples below:
UGC Style Content
While collaborating with creators is rewarding for authenticity, keeping an AOR posting schedule satisfied with relatable content meant we got to do some trend-hopping and UGC style in-house filming. We created content in our agency kitchen, using our staff and a shoestring filming budget, along with some low-fi trending audio content.
My Role
In my role as ACD and Art Director, I helped lead the team in executing creative and production to ensure alignment with campaign goals and aesthetics, as well as collaborated with our influencers to ensure scripts and assets were on brand and aligned with campaign goals. I created props and sets, and worked with photographers and videographers to capture DoorDash’s aesthetic. I also participated in regular discussions, presentations, and feedback sessions with the client to drive ideation and secure approvals, maintaining a seamless creative process.
The Team
Sarah Heetderks (Account Director), Brett Bimson (Creative Director), Nikki Black (ACD: Copy), Bree Hovan (Sr. Producer) Bryan Rosas (Designer), Nikita Srinivasan (Designer), Skyler Santos (Editor)
The Agency
Unfold Agency 2023