DoorDash & Gen

Z Consumers

Isabella Jimenez
Gen Z
● The largest consumer
cohort
● Personalized marketing →
authentic interactions
● Prefer mobile based ads
that are videos
● Enjoy content that is
informative yet entertaining
and funny

Anjum et al. (2020)

Smith (2019)
 Emotional Engagement

● Influences a person’s feelings

and opinions
● Focusing on feelings and
emotions can motivate
people to take action
● Can increase brand trust and
loyalty

Berger, 2013
Kim & Sullivan, 2019
 Narrative Transportation

A viewer’s experience of being lost in context or immersed in a

story’s plot (Ching et al., 2013)
 Narrative Transportation

An individual Imagine a story

must invest plot
cognitive effort

Feel empathy for Generate positive

story characters emotional
responses
Grigsby et al., 2022
Ching et al., 2013
 Consumer

● Partner with influencers for

DoorDash hauls
● Partner with food
creators to create recipe
videos
 Consumer

Spotlighting Dashers via Instragram

Reels and TikTok → Handpicked by a
Dasher
 Product

Assemble DoorDash
ambassador program who can
support in marketing efforts
and grow awareness of
DashPass subscription
 Product

Assemble DoorDash
ambassador program
on college campuses
 Merchant

Spotlighting local businesses

such as family owned
restaurants and convenience
stores within in each city
Merchant

Compile all the spotlight

videos of local businesses
and Most Loved All Stars
into guides on Instagram
 Outcomes
● Generate an increase in app
downloads and deliveries on
DoorDash
● Transport Gen Z audiences to
picture themselves ordering from
the app

Interest Hungry Excitement

Satisfaction Surprise
Thank You!
Q&A