In a saturated smart-home market, Blink faced the challenge of launching a brand-new doorbell and needed more than another traditional 30-second ad. The goal was to introduce this net-new device in a way that felt native, engaging, and impossible to ignore.
Blink, an Amazon Company, partnered with Uber Advertising to co-create branded content that brought the product to life through real-world moments. The idea was simple: turn everyday Uber Eats deliveries into bite-sized, authentic stories captured entirely on the new Blink doorbell. Instead of polished studio footage, the campaign leveraged UGC-style storytelling from the doorbell’s perspective—couriers dancing, sinking trick basketball shots, or navigating backyards cluttered with toys—transforming mundane delivery wait times into entertaining demonstrations of the device itself.
By embedding these moments across Uber Rides and Uber Eats—particularly during the high-attention Post-Checkout window—the campaign reached users when engagement was naturally high. Blink’s HD video, head-to-toe framing, person detection, and two-way audio were demonstrated seamlessly, letting the product tell its own story.
The objective was to introduce the new Blink doorbell in a playful, authentic way while driving measurable lift in ad awareness, brand favorability, and purchase intent. The campaign proved that when technology is used creatively, everyday interactions can become memorable, shareable experiences—transforming a routine notification into an entertaining front-row seat to the best part of the day.
Doorbell Diaries brought Blink’s new doorbell launch to life by making the device both the camera and the creative engine. Every clip, from couriers celebrating deliveries to performing tricks or navigating backyard games, was captured entirely on the new Blink hardware, showcasing HD video, person detection, head-to-toe framing, and two-way audio. This approach ensured authenticity while naturally highlighting the product’s innovative capabilities.
Uber Advertising’s Creative Studio collaborated with Blink to translate raw device footage into short, mobile-optimized videos designed to feel native to the app environment. Rather than interrupting users, the content became part of their daily rhythm, embedded in Journey Ads during Uber rides or Post-Checkout Ads in Uber Eats while users tracked their deliveries.
Custom audience segmentation amplified relevance, combining pre-defined segments with contextual targeting powered by Uber’s data. Execution challenges included lighting, framing, and timing constraints inherent to shooting on an actual consumer device. The team embraced these limitations, turning them into opportunities to strengthen authenticity and trust in the new product.
What made this campaign unique was its fusion of technology, creativity, and context. The doorbell itself became both storyteller and camera, while the Uber and Uber Eats apps became the stage. By embedding real product capabilities into authentic moments, Blink transformed the launch of a net-new device into a shareable, entertaining experience that users genuinely wanted to watch.
The Doorbell Diaries campaign exceeded expectations, proving that technology-driven creativity can drive both engagement and measurable business outcomes for a new product launch.
A Kantar Brand Lift Study recorded:
- +12.3pp lift in Ad Awareness—more than double the home improvement category benchmark
- +10.9pp lift in Brand Favorability—nearly three times the norm
- +8.8pp lift in Purchase Intent—over twice the category average
Engagement metrics reinforced the effectiveness of this approach. Journey video placements achieved click-through rates as high as 4.49%, while Post-Checkout placements drove the strongest performance, demonstrating resonance in high-attention, high-intent moments.
The campaign proved that when you design with a platform’s context in mind rather than simply placing ads within it—people pay attention. By turning a routine delivery notification into a moment of entertainment, Blink, an Amazon Company, and Uber transformed “Where’s my food?” into “Wow, look at that camera.”
Doorbell Diaries validated the power of technology as a storytelling engine, showing that embedding real product capabilities into authentic, shareable moments can drive both consumer delight and measurable business results. It wasn’t just advertising—it was a demonstration of what happens when creativity and technology work hand-in-hand.
