ANNA CRUZ
DoorDash: Giving mom more than just her flowers on Mother's Day
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DoorDash reached out to us with one goal: to drive flower deliveries on Mother's Day. A big ask for an app known mostly for late night food delivery.
Our strategy: to remind everyone that being present is the ultimate gift (oh but, don't forget the flowers). Our campaign leaned into the “hopecore” trend: uplifting, positive content that makes you want to cry.
We orchestrated a stunt delivering grown children across the country to their moms who missed them, flowers in hand. We filmed podcast-style content of well-known influencers and their moms talking anywhere from cute, maybe a bit embarrassing memories to sweet sentiments about their relationships. We made cute videos of people knocking at their moms' doors to hand deliver flowers themselves.
This campaign was a diverse ecosystem that leaned into social-first ideas to stand out from the sea of advertising during Mother's Day. Our work earned mentions in AdAge, The Drum, and Media Post, and was a fan favorite at both the Webbys and the Shortys.
