Your Door to Mom’s Heart

Most people know DoorDash for food delivery. But for Mother’s Day, they needed a campaign that would bring them into a new category: flowers.

Unsurprisingly, moms didn’t just want flowers — they wanted thoughtfulness. So we built a campaign that used social-first tactics to position flowers as the starting point. We created hopecore content for the upper funnel: delivering grown children to the moms who missed them, flowers in hand. In the mid-funnel, we took cues from the rise of video podcast clips and invited popular influencers to share flowers and conversation with the moms in their lives. Our lower funnel assets used UGC-style footage to drive conversion.

The work earned mentions in AdAge, The Drum, and Media Post, and was a fan favorite at both the Webbys and the Shortys.

  • 400,000 bouquets delivered to moms

    +40% YoY

  • $22.3 million in flower sales

    +26% YoY

  • 12% category share of voice

    +3% YoY