Opportunity: Traditionally a performance advertiser, DoorDash and Wieden+Kennedy went upper funnel on the biggest stage with a massive idea: to highlight their “deliver anything” capabilities, DoorDash would deliver everything from every commercial that aired during the Super Bowl to one lucky winner.

Our Innovation: We partnered with the client and agency teams on social & creator strategy and a plan for making sure the Super Bowl was more than just a moment. The agency team executed beautifully with creators from wildly different specialties who spoke to different audiences, embracing the notion of creative as the new targeting. We pitched Instagram Live Producer to create an Instagram livestream that hit the moment the TV spot aired. This was critical as the TV spot featured a comically long promo code that required some studying to even have a chance of copying into the website.

Results: The campaign delivered impressive results on social, more than doubling benchmarks for ad recall and awareness, and, most importantly, drove a 5X benchmark lift in message attribution for the message, “How would you rate DoorDash in terms of offering a wide selection of brands or stores across a variety of categories?” W+K and DoorDash won many well-deserved Lions.