Redefining Father’s Day Gifting | Digital Voices x DoorDash

Client: DoorDash

DoorDash, a leading US delivery platform, partnered with Digital Voices, a Global Influencer Marketing Agency, for a Father’s Day influencer campaign aimed at redefining gift-giving. The initiative focused on encouraging families to value shared moments over traditional material gifts, highlighting DoorDash’s ability to deliver thoughtful items that create quality time together.

Targeting two key audiences – Millennial women (28-44) and Gen Z (12-27) – the campaign utilized a mix of organic and paid content on TikTok and Instagram. Nine diverse influencers, including The Leighton Show, Natalie & the Aguilars, and Jesse Sullivan (a transgender parent), created authentic, relatable content that emphasized meaningful Father’s Day moments. Jesse’s contribution, in particular, added an emotional layer by promoting inclusivity and family connection. The results were outstanding, with the campaign driving over 17 million impressions and contributing to DoorDash’s second-best retail day ever – this was the only social campaign running at the time, confirming the success of the creative strategy. Key metrics exceeded expectations, including a 46.8% landing page view rate (21% above target) and a 2.31% video completion rate (113% above target). Paid social posts generated nearly 10 million impressions, and organic content reached nearly as many, demonstrating the power of authentic influencer marketing. The campaign also saw overwhelmingly positive audience sentiment, with 95% of comments reflecting positivity. This campaign not only reshaped Father’s Day gifting but also highlighted DoorDash’s versatility, proving its ability to inspire purchases across retail categories and significantly impacting audience perceptions and behaviors.