Awards:
WARC Awards for Effectiveness NA, Gold, Instant Impact, 20234
Background
DoorDash, a U.S. delivery service that champions local communities, needed to grow its Mother’s Day flower delivery service audience.
Gen Z and Millennials don't consider flowers to be a special or unique gift since it's one of the most popular Mother's Day gifts.
Moms don't either, especially when they have the burden of purchasing gifts, even for themselves. Mother's Day is no exception.
The people who do think giving flowers is special still?
Kids.
But, while kids would give their moms bouquets, they have no money.
To give kids around the U.S. buying power for Mother’s Day, DoorDash created Kid Currency where kids could offer anything they deemed valuable as a bid in a social media auction for flowers from DoorDash.
Kid Currency brought meaningful flowers to moms while:
Driving millions in gross merchandise volume over four days, creating DoorDash’s largest non-restaurant delivery day in history.
Third-party fulfillment and grocery store flower sales gross merchandise value reaching millions, increasing 340% from the same period in 2022.
Reaching 2x the earned media goal with 318MM impressions.
And, Moms and their kids had a more meaningful and love-filled Mother’s Day.