Background
DashPass is a subscription service that offers unlimited deliveries from thousands of eligible restaurants with $0 delivery fee on orders over $12.
Industry: Food App & Delivery
Team credits: Jace & Suchi
Our research shows that Millennials and Gen Z are the loneliest. They crave in-person interactions since the pandemic and fear missing out.
Research showed that Millennials and Gen Z are the loneliest, but still like to host & attend gatherings.
Primary Target:
Gen Zer’s (18-26) who are Ultra Social.
Halo Target:
Older (27-40) Millennial who are Ultra Social.
Target Audience Media Habits
C
larify objectives & Audience
The goal with the media plan is to:
Drive sign-up of DashPass products (General & DashPass for Gen Z & Millennials (22 - 35 years old).
Drive sign-up through an awareness campaign.
How do we increase sign-ups among Gen Z and Millennials (A 18 - 40) and eventual purchase a DashPass subscription?
Gen Z & Millennials are gravitating towards Connected TV.
More than half of Gen Z’ers spend four or more hours per day on Social Media. Gen Z’ers are digital natives.
YouTube, Instagram, TikTok and Snapchat are the most used platforms for Gen-Z’s.
About 50% of Millennials listen to podcasts of a weekly basis. 30% of Gen Z listen to podcasts on a weekly basis.
O
utline media channels and strategies
MEDIA STRATEGY
Use a variety of media channels that both Gen Z and older Millennials live in to increase awareness and brand visibility as well as incentivize them to subscribe to DashPass.
COMMS STRATEGY
“Don’t Dash on the Pass.” “Improve sign-up and conversion rates.
Role of Channel & Strategies
INSIGHT
Millennials and Gen Z are the loneliest. They crave in-person interactions since the pandemic and fear missing out.
L
everage data and outlay the budget
Designated Market Area:
NYC, LA, Miami
National - Major Cities
Budget:
$5M
O
rchestrate the consumer journey &
Media Goal:
Measurement
Business Goal:
Make SPK the top everyday NCC (non-chocolate confectionery) snack.
Driving Salience and Brand Love through championing the ‘Sour then sweet’ equity.
