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Revolutionizing recruitment: DoorDash boosts dasher consideration by +22%

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Industry

E-commerce

Challenge

DoorDash aimed to turn everyday awareness into genuine intent by reaching people where they live, work and move. The goal? Recruit potential Dashers by helping them picture themselves as part of the team.

Results

The campaign turned city streets into recruitment touchpoints. With real-time optimizations and flexible messaging, DoorDash adapted to market needs, reshaped perception and built momentum in the competition for Dashers.

Key Product

Demand-Side Platform (DSP)

+22%
Consideration to work for DoorDash
+6%
Intent to sign up as a Dasher
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On the road to recruitment success

DoorDash, recognized for its innovative marketing strategies, joined forces with its agency Kepler and Vistar Media to launch a strategic digital-out-of-home (DOOH) campaign not just to spread awareness, but to fuel recruitment by driving sign up intent among potential Dashers.

Seamless activation across networks

Empowered by Vistar's programmatic technology and its open exchange, DoorDash strategically deployed DOOH media across eight pivotal DMAs, spanning 22 media networks. From the bustling streets of San Francisco to the vibrant heart of New Orleans, the campaign effortlessly captivated consumers at various points in their day and across diverse contextual environments.

Billboards | Airports | Bus Shelters | Urban Panels | Train Stations | Gyms | Universities | Gas Stations

Adaptation at its finest

Utilizing the flexibility of DOOH, DoorDash made real-time optimizations to target markets experiencing lower participation rates, ensuring their message reached those who needed to hear it most.

doordash-gymAuthentic value propositions rang out loud and clear

Through a blend of static and video ads, they crafted messages that spoke directly to its audience, emphasizing the ease, immediacy and earning potential that DoorDash's opportunities provide.

Ensuring that no opportunity was left unexplored

With Vistar's device ID passback solution, DoorDash gained invaluable insights into its audience. The brand was able to understand who encountered its DOOH ads, enabling them to activate further retargeting across additional media channels.

"Leveraging DOOH for our Dasher recruitment initiatives has been highly successful. DOOH's flexibility and innovative capabilities have allowed us to optimize our campaign in real-time and effectively engage our target audience throughout the funnel."

Akriti Suri                                                                                                              Manager, Client Solutions, Kepler

Dashing results

DoorDash invested in advanced measurement solutions to understand the true impact of its campaign on consideration and intent to sign up as a Dasher

  • +22% consideration to work for DoorDash
  • +6% intent to sign up as a Dasher

Competitive awareness results showed DoorDash ranking first for sign-up intent among its competitors, such as Uber, Amazon, Lyft and Grubhub.

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