Ricardo Casal
Executive Creative Director at DAVID The Agency, Miami
Miami, Etats-Unis
TitreSelf-Love Bouquet
Agence
Campagne Self-Love Bouquet
Annonceur DoorDash
Marque DoorDash
Date de première diffusion/publication 2022
Secteur d'activité Autres services en ligne
Philosophie Though part of larger cultural conservation, self-love takes a backseat around Valentine’s Day. Since self-love isn’t new, it was important to have a fresh take. We decided to take self-love literally, tapping into the 72% of US adults that believe self-pleasuring is a form of “therapy”, and start a conversation that is weirdly taboo: female self-pleasure (Tenga, 2021).We grounded the conversation in destigmatizing female self-pleasure using the most iconic Valentine’s gift — a bouquet of red roses. Introducing: The Self Love Bouquet, a bouquet exclusively on DoorDash made of 11 real roses and one Rose™, the best selling female sex-toy of the last five years.In creating the bouquet, we were able to sell flowers to a new demographic – single people who don’t purchase flowers on this holiday. What could have just been a conversation about destigmatizing self-love actually put it into practice: helping women self-pleasure without shame.StrategyMore women than ever are spending Valentine’s Day alone (1 in 4, according to SWNS). DoorDash’s target audience for Valentine’s Day was existing consumers between 18-30 years old. With 52% of DoorDash consumers being women, we knew that we’d have to craft a narrative that gave single women permission to enjoy Valentine’s Day to the same extent that people in couples would.This meant capitalizing on the existing narratives around pleasure, passion, and romance that are always front and center on Valentine’s Day – and tailoring them to single women. Our key message was: Be your own Valentine. Buy yourself flowers.Through the use of curated mailers, we secured 963,200 social media impressions, with total impressions landing over 749,000,000 thanks to broadcast coverage and coverage in multiple online publications listed below.ExecutionWe crafted The Self-Love Bouquet, a 12-rose bouquet, with a twist. It held 11 traditional red roses, and one very special rose, The Rose™. We teamed up with local florists to provide the roses and sold The Self-Love Bouquet in DashMarts in select markets in the four days leading up to Valentine’s Day.
Problème In 2022, DoorDash celebrated Valentine’s Day by announcing same-day flower delivery from local florists with a campaign mainly focused on awareness. But in 2023, DoorDash was already established as more than just a food delivery service. So we needed a big idea that would go one step further: sell flowers on the scale of both delivery rival Uber Eats and flower delivery giant 1-800-Flowers.We knew that most other delivery services would cater to traditional couples. Rather than get drowned out in their conversation, we decided to start a conversation of our own by prioritizing other, less often celebrated, kinds of love.Ultimately, our task was to show consumers that DoorDash could be a go-to destination for same-day flower delivery on Valentine's Day by meeting two important KPI's: 200MM earned media impressions and 500k social impressions
Résultat 963,200 Social Impressions39,000 Total Mentions749,000,000 Total Impressions$17,000,000 Gross Merchandise Volume.$6,000,000 Local Florists’ Gross Order Volume (2x year prior)Sold out within 4 days
Type de média Etude de cas
Longueur
Founde / Creative Chairman
Global CEO
Managing Director, Global Chief Client Officer & Partner
Regional Chief Creative Officer / Global Partner
Regional Chief Creative Officer / Global Partner
Global Chief Strategy Officer & Partner
Director Of Communications
Directeur de la création
Directeur de la création
Senior Art Director
Concepteur / rédacteur
Producteur exécutif
Senior Producer
Head of Account Management
Business Director
Group Strategy Director
Stratégie
Director of Content Strategy
Senior Content Strategist
Director of Creative Operations
Chief Marketing Officer (CMO)
VP, Consumer Marketing
Director Of Marketing
Head Of Brand Marketing
Director Of Consumer Marketing
Directeur de la création
Directeur de création
Design Director
Senior Manager, Business Lead, Creative
Project Manager, Creative
Senior Copy Lead
Lead Copywriter
Senior Graphic Designer
Marketing Manager
Brand Marketing Manager
Senior Brand Strategist, Marketing
Senior Associate, Consumer Communications
Senior Manager, Consumer Communications
Senior Director, Head Of Content And Social Marketing
Social Media Lead
Producteur exécutif
Producteur créatif
Maison de production
Director/Photographer
Directeur de la photo
Producteur exécutif
Maison de production
Technical Creative Director
Producteur exécutif
Producteur
Producteur créatif
Directeur de création associé
Directeur artistique
Chef décorateur
Maison de production
Post-production Producer
Editor/Colorist

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