DoorDash adopts data-driven testing process that empowers creativity
Creative Format
Video & TV Ads
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The Brief
DoorDash has long recognized the value of cultivating enduring relationships with consumers, but its digital engagement KPIs to measure advertising performance had remained stagnant for years. The food delivery platform didn’t have a scientific process for measuring the impact of their media campaigns, specifically on consumer attitudes and brand reputation.
Internal stakeholders also held strong opinions on content strategy, making it paramount to conduct rigorous testing and identify what truly resonated with viewers.
Rather than continuing to rely on assumptions, the brand’s paid media team adopted a creative testing process using Swayable that enabled them to directly ask consumers how they felt about the brand.
Approach
DoorDash partnered with Swayable to regularly test its brand- and purpose-driven creative, two of the top drivers of growth.
The brand instituted a baseline benchmark for its North Star metric of favorability: any creative asset tested needed to have an increase of at least 5 percentage points in favorability lift among respondents before being deployed in a campaign.
Outcome
After collaborating with Swayable to pre-test creative assets, DoorDash has generated a more proactive strategy with a steady output of robust insights to inform content strategy and ad buys—reducing campaign spending exponentially.
The brand has also leveraged Swayable data to provide proof points for senior leadership and future campaigns.
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