−20%
Last-click CPA YoY
~33%
Reduction in agency production costs
#1
IPSOS scores in Dasher history
Breakthrough 121 vs. 108
Brand Linkage 128 vs. 124
Background
Growing the Dasher fleet is an always-on priority at DoorDash. In 2023, the team produced a range of one-off video assets to drive acquisition — but the work lacked a consistent emotional narrative or clear connection to the broader brand platform.
Insight
73% of Americans rank finances as their #1 stressor. The real value of dashing isn't just the money — it's the reassurance of always having a way to earn. Dashing is a safety net that gives people stability and control over their schedule.
Objective
Build an evergreen creative system that could run on a continuous basis to acquire new Dashers, while reinforcing the "Your Door to More" brand platform over time.
My Role
I led the strategy end-to-end: developing the creative framework, building the testing roadmap, managing the AOR relationship, and aligning Brand, Growth, and Creative Studio around a shared measurement system. Over time, Evergreen became the operational model for mid-funnel creative across the Dasher org.
Strategy & Execution
Rather than leading with functional gig-work messaging, we reframed DoorDash as an emotional relief valve for financial stress — bringing the broader brand platform into performance creative for the first time. The framework evolved quarterly across new messaging territories, with IPSOS testing at script phase and rough cut phases. Ongoing testing helped refine which creative territory resonated most with prospective Dashers. Standardizing the framework improved creative velocity and reduced creative fatigue across channels. In 2025, the framework expanded into Spanish-language video and radio.
Channels & formats
OTT · :30
YouTube · :30 / :15
Meta · :30 / :15
TikTok · :15
Snapchat · :15
Radio · :30
UGC · TikTok / Snapchat
Spanish Video · :30 ↗ 2025
Spanish Radio · :30 ↗ 2025
4 International Markets
Selected creative · :30 OTT