There is only one Grand Prix for the PR techniques section for the 2023 Cannes Lions, which belongs to DoorDash 2023 Valentine’s Day campaign - Self Love Bouquet. DoorDash is already a big food delivery service in the U.S., but the brand wants to push more than that. Besides food delivery, DoorDash offers the option of the most iconic Valentine’s Day gift — a bouquet of red roses – and the most TikTok viral sex toy – The Rose.

DoorDash won the Grand Prix under the category of grand voice & strategic storytelling. The brand has successfully customized its strategy to communicate a particular point of view and to build an emotional connection with employees, shareholders and customers alike.


Through customer research, DoorDash has 52% of DoorDash's women consumers. The targeted audience for Valentine's Day was existing consumers between 18-30 years old, and crafted a narrative that gave single women permission to enjoy Valentine's Day to the same extent that people in couples would.

DoorDash is sending out the key message- Be your own Valentine; buying yourself flowers through curated mailers generated 63,200 social media impressions, with total impressions landing over 749,000,000 thanks to broadcast coverage and coverage in multiple online publications.
On Valentine's Day, when it is geared towards the love between two people, DoorDash wants to initiate the conversation about self-love, women and masturbation, which topic is less often celebrated.
"The Self-Love Bouquet" campaign highlighted DoorDash as a progressive brand and established that they are always in tune with existing and meaningful social conversations. On the other hand, they show consumers that DoorDash could be a go-to destination for same-day flower delivery on Valentine's Day.

Additionally, DoorDash collaborated with Miley Cyrus’s self-love anthem of 2023, “Flowers.” the powerful line in the song “I can buy myself flowers'' has strategically championed people buying themselves flowers during Valentine's Day.
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