3.5M
Views across TikTok & Instagram
+70%
Above influencer ER benchmark
−71%
TikTok CPA vs. BAU post-optimization
−37%
Meta CPA vs. BAU post-optimization
Background
Spanish-speaking Hispanic adults represent ~31% of third-party delivery gig workers in the US — a high-value, fast-growing segment DoorDash was significantly under-indexing with. Uber held a 22-point awareness lead, and fewer than 7% of Dashers had the app set to Spanish.
Insight
For Spanish-speaking immigrant communities, gig work decisions aren't made through ads — they're made through people they trust. Language barriers, financial uncertainty, and fear of making mistakes create real hesitation around getting started. Word-of-mouth is often the deciding factor in whether someone feels confident enough to try. That made credibility, not awareness, the real strategic problem to solve.
Objective
Design an acquisition strategy that earned trust rather than purchased attention — using trusted community voices to reduce acquisition friction.
My Role
I led the creative strategy: identifying trust as the core barrier, developing the cultural framework, and designing three content concepts built around how this audience actually shares financial information with each other.
Strategy & Execution
We replaced the brand voice with community voices. Creators weren't selected for reach — they were selected for cultural credibility within Spanish-speaking communities navigating financial decisions in the US. Three concepts explored different trust-building dynamics: real Dashers sharing firsthand experiences, comedic content that lowered the intimidation of getting started, and family-led stories that framed dashing as a flexible way to provide. Content ran natively and as whitelisted paid ads, serving from creator accounts so the experience felt peer-led rather than institution-led. The strongest-performing content wasn't the most polished or inspirational — it was the content that felt funny, familiar, and real. The campaign also surfaced an operational learning: submarket specificity mattered as much as creative. Concentrating spend in markets with high Spanish-speaking penetration drove a blended CPA drop of −59% week-over-week, informing how DoorDash invests in this audience going forward.
Channels & formats
TikTok · Native + Whitelisted
Instagram · Native + Whitelisted
Spanish-language content
English-language content
70/30 Spanish/English budget split
8 Target Submarkets
Selected creator content