Doordash: Influencer Campaign
DoorDash makes it easy to get your favorite meals and essentials delivered straight to your door. Heyday built an influencer campaign that expanded brand reach across South Florida.
About DoorDash
DoorDash is a food and household goods delivery app founded in 2013 that has grown into one of the most widely used platforms in the country. Available on iOS and Android, it makes ordering from your favorite restaurants effortless — delivering meals straight to your door. Its convenience, ease of use, and regular discounts and promotions have made it the go-to choice for millions of customers across the U.S.
Why DoorDash Came to Heyday
Every city is a different beast when it comes to capturing market share for a food delivery platform. For DoorDash, Miami was particularly complex. As a San Francisco-based company, they had the product — but not the local credibility. They needed a marketing partner deeply rooted in the Miami community who could translate grassroots strategy into real conversions. They reached out to Heyday to develop a creative campaign, rollout strategy, and conversion plan to significantly grow their footprint in Miami-Dade County.
Our Strategy: Three Audiences, One Campaign
To win Miami, we built a multi-faceted influencer campaign around three interconnected audiences — each playing a distinct role in creating compounding momentum. Local foodies gave the campaign authenticity. Established Miami influencers gave it reach. And beloved local restaurants gave it trust. Together, these voices made DoorDash feel like a natural part of Miami life rather than a brand forcing its way in from the outside.
Foodies: Organic, Authentic Content
People who love food — who photograph their meals, share them with their communities, and champion great local spots — were a primary pillar of this campaign. By partnering with passionate, non-professional local foodies, we produced content that felt genuinely organic and relatable. These posts positioned DoorDash as approachable and trustworthy, cutting through the skepticism that often greets an outside brand entering a tight-knit local market.
Local Influencers with Real Miami Reach
We assembled a powerful roster of Miami-based influencers with audiences that trusted them. This included @rodofoelchamo (Radio Personality), @metisha (Actress), @pollitotropical (Cuban YouTuber), @lapasqualotto (TV/Radio Host), @querikoconkiko (30K+ followers), @asbury14 (67K+ followers), and @victordrija with over 1.6 million followers. Their combined reach made the campaign memorable, recognizable, and credible to potential DoorDash customers across all of Miami.
Restaurants & Community Pages
Local restaurants got directly involved — activating their own loyal customer bases to amplify the message. From health-focused spots like @smoothie_spot to crowd favorites like @brickellcitypizza, we enrolled Miami's top dining names as campaign partners. Community pages including @lifestyle_Miami, @adayinmiami, @miamicertified, and @miamiproblems then extended the reach to the widest possible local audience, creating a unified feeling that all of Miami was discovering DoorDash at once.
The Goal
Our objective was to bring 8,500 new customers onto the DoorDash platform within a single month. To drive conversions, we activated the exclusive promo code "DDLIFEMIA" — offering new users up to $15 off their first order. Every influencer, restaurant partner, and community page pointed their audiences toward this one measurable call to action, making it easy to track the campaign's real-world impact.
Results: Goal Hit in 20 Days
The campaign started modestly, then compounded week over week as the multi-channel approach built momentum. Within just twenty days — two-thirds of the allotted time — we surpassed the 8,500-signup target. The campaign closed with over 15,000 new DoorDash customers acquired. Due to our rapid success and demonstrated command of the Florida market, DoorDash asked us to expand the partnership into Orlando, Tampa, and additional parts of the Miami area.
Expanding the Partnership
Our results in Miami-Dade were so strong that DoorDash invited Heyday to replicate the model in new markets. What started as a one-city engagement grew into an ongoing regional partnership — a testament to what happens when local expertise, authentic influencer relationships, and a clear conversion strategy come together.
Frequently Asked Questions
We built a three-audience influencer campaign: foodies who create authentic food content drove organic discovery, local Miami influencers with trusted followings amplified the promo offer, and local restaurants activated their own customer bases. The campaign was anchored by a compelling promo code offer that created a clear conversion event. The multi-channel momentum compounded week over week, surpassing the 8,500-customer goal in just 20 days and reaching 15,000+ total new customers.
Heyday assembled a roster of Miami-based influencers including @rodofoelchamo and other high-trust local creators with engaged audiences. Rather than simply paying for posts, we built a campaign where foodie creators, local influencers, and restaurant partners all activated simultaneously — creating a ripple effect of authentic content that felt organic rather than sponsored, which drove significantly higher conversion rates than traditional paid placements.
The key is building trust before building reach. In a new market like Miami, brand awareness isn't enough — people need to see locals they follow and restaurants they love using the platform. By partnering with neighborhood influencers and local restaurants rather than national celebrities, DoorDash felt like a Miami brand rather than a tech company from Silicon Valley. This community-first approach is why results were strong enough for DoorDash to replicate the model in 3 additional markets.
The DoorDash campaign hit its 8,500-customer goal in 20 days — significantly faster than projected. The speed of results depends on the quality of the offer, the trust level of the influencers, and the saturation of simultaneous touchpoints. When you activate multiple influencer tiers (micro, mid, macro) alongside restaurant partners all at once, the combined effect creates an impression of ubiquity that drives rapid conversion.
