Doordash: Kid currency

Tierney Riccitelli, Fernando Ribeiro

DoorDash, a delivery service, launched a nationwide auction, Kid Currency, giving children in the US buying power for Mother's Day by letting them offer a bid for a flower promo code.

Campaign details

Brand: Doordash Brand owner: Doordash Entrant company: DOORDASH, USAIdea creation: GUT Los Angeles Market: United States Sector: Websites, online services, apps Media channels: Email marketing, Word of mouth, Influencers, KOLs, Mobile & apps, Public relations, Sales promotion, Social media, Online videoBudget: Up to 500k

Executive summary

DoorDash, a U.S. delivery service that champions local communities, needed to grow its Mother’s Day flower delivery service audience[2].

However, Gen Z and Millennials, who comprise the biggest audience for the app, don't consider flowers...

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