Digital Voices and DoorDash have worked together for nearly two years to raise awareness and build brand love through Influencer Marketing.
During May-October 2024, we added another facet to our partnership to attract a new target audience: “Dashers” – delivery drivers who fulfill DoorDash orders by picking up and delivering meals, groceries, and other items to customers.
This shift represented a change in campaign goals, emphasizing recruitment and engagement of this essential group to support DoorDash’s growing service demands.
The primary campaign goal was to authentically connect with Spanish-speaking and Hispanic adults in the US, a demographic largely composed of recent immigrants and family-focused individuals seeking flexible income opportunities. By emphasizing cultural values and financial goals, the campaign aimed to position “Dasher” as the preferred gig work platform within this community.
Key objectives of the campaign included:
The overall aim was to deliver cost-effective results by maintaining competitive CPM and CPI metrics to maximize ROI and impact. We aimed to lay the groundwork for future campaigns by generating insights to improve future lower-funnel activations.
A multi-channel approach was designed to reach a broad audience and highlight the key benefits of Dashing: work-life balance, financial flexibility, and the ability to prioritize family goals. We selected TikTok and Instagram due to their high engagement within the Hispanic community (48% use TikTok daily, and 35% engage with Instagram weekly). We have also experienced influencer campaign success on these platforms with DoorDash previously. YouTube was chosen as a critical platform for top-of-funnel messaging, thanks to its long-form format and strong SEO capabilities to educate audiences and convert potential Dashers.
This campaign was rooted in cultural relevance, working with influencers to resonate with Spanish-speaking adults aged 18-44, predominantly male, often recent immigrants to the US, and seeking flexible income opportunities. It was also essential to speak to the values of our key demographic, which through our research we discovered to be the following:
As we were targeting a broad age range to encourage them to become a Dasher, we took a multi-tiered influencer approach to reach as much of our target audience as possible. We partnered with 28 Hispanic creators to connect with the US-based Hispanic community. A curated mix of macro (2-3x), mid-tier (5-7x), and micro-influencers (20-23x) allowed us to achieve key objectives:
To fit our criteria, creators had to prioritize content around side hustles or family support and demonstrate strong engagement rates. Creators were further evaluated for audience location, ensuring a majority US following. Additionally, almost all creators signed up to become Dashers themselves, grounding the content in real-life experiences and ensuring authenticity.
Our campaign team vetted all creators to ensure alignment with the campaign’s goals and then hosted onboarding calls to confirm the creative concepts put forward by the creators.
Challenges
Sourcing Hispanic creators with authentic connections to the Dasher experience posed a challenge. Our chosen platforms lack tools to directly filter creators by ethnicity or past gig work experience, so the Digital Voices team combined our data-first approach with manual research and vetted creators across TikTok and Instagram. This hands-on approach required extensive effort and precision to succeed. We adjusted workflows and streamlined approvals to ensure on-time execution without compromising quality or campaign effectiveness and remained transparent with the client.
Uniqueness
This campaign stood out in its dedicated focus on the Hispanic community – a group often overlooked in large-scale marketing efforts. DoorDash not only prioritized this audience but in collaborating with Digital Voices, used culturally nuanced storytelling to develop genuine connections.
By incorporating Spanish/Spanglish content and highlighting creators’ lived experiences as Dashers, the campaign emphasized authenticity and cultural relevance.
This campaign successfully engaged the US Hispanic community by highlighting DoorDash Dasher as a compelling option for flexible extra income that aligns with cultural values and family-oriented goals.
We achieved high visibility within the target demographic by reaching 87.5 million total blended impressions across Reels, TikTok, and YouTube.
Audience interaction was robust, with 500,000 total engagements demonstrating strong resonance.
TikTok proved the most effective for engagement, while Meta excelled in reach due to its broad targeting capabilities.
Key metrics highlighted the campaign’s success:
Content successfully leaned into themes like earning extra income to treat loved ones or spending time with friends while Dashing to tap into real human connection.
The campaign’s use of mixed languages generated cultural connection, resulting in over 90% positive comment sentiment. Additionally, an average TikTok playtime of 5.26 seconds – nearly double DoorDash’s previous campaigns – demonstrated high audience engagement and effective communication of key messages.
By saturating the target audience with relatable and authentic content, the campaign positioned DoorDash Dasher as a top choice for Spanish-speaking gig workers, creating a foundation for long-term brand loyalty and future engagement.
