On Mother’s Day, many Zillennials face a familiar challenge: finding a thoughtful gift that’s as effortless as it is meaningful. One in six Americans live 100+ miles from their mom - which often makes Mother’s Day hard. DoorDash and agency partner DEPT® created a campaign that offered ways in which a fresh flower delivery got you closer to your mom, both figuratively and literally.
DoorDash wanted to become the go-to solution for delivering heartfelt moments—specifically, flowers—with a campaign that felt personal, emotional, and fun. The mission? Drive flower orders, but also remind everyone that being present is the ultimate gift.
DEPT® took DoorDash’s brief and ran with it, crafting a social-first campaign packed with heart and humor. Leaning into the “hopecore” trend, we created a diverse content ecosystem designed to make audiences laugh, cry, and click “order now.”
Together we orchestrated emotional reunions of four people who live away from their mothers or haven’t seen them in too long, by helping deliver flowers and loved ones to their doorsteps. Each mother was told they’d be filmed receiving a flower delivery sent by their child, but what they didn’t know is that their kids were the ones delivering them as well. Spoiler alert: these reunions will make you smile (or cry).
There’s also nothing that moms enjoy more than a long, heartfelt conversation with their children. So DoorDash launched a humorous, heartwarming interview series, where creators Chris Olsen, Allison Kuch, and The Basement Yard interviewed their moms and asked everything from deep to awkward questions, allowing them both time to discover more about each other.
To extend the interview dynamic to consumers, we created a TikTok AR lens designed to spark meaningful conversations and encourage connections. The lens prompted both generations to explore personal, humorous, and profound topics, fostering deeper connections and understanding between them. The questions alternate between users to give everyone a chance to ask questions. We enlisted Allison Kuch to help us amplify organic usage. Some of the questions from the series & AR Lens were also repurposed as carousels in-feed for people to ask their moms.
To boost our community engagement, we utilized social listening to identify and connect with people who were missing their mom this Mother’s Day or Moms who deserved some recognition. Our biggest success was with creator @logan.zarra who redid his mom’s at-home salon for Mother’s Day. DoorDash sent him a gift card and posted follow-up content about paying it forward. We were also able to surprise 6 moms with flowers, 4 adult children with gift cards to spend on their moms, and an additional 2 moms with gift cards.
Overall, 42 assets were produced for the Mother’s Day campaign to live across paid and organic during this 4-week campaign.
The campaign drove 36 million impressions, 400,000 flower deliveries, and $20M in flower sales, exceeding GMV goals for the holiday.
Organic TikTok content averaged 4.6% engagement and racked up thousands of comments from fans sharing their own Mother’s Day stories.
Chris Olsen’s Instagram Reel alone garnered 9.4M impressions and a 4% engagement rate, while TikTok content reached over 3.2M viewers.
Allison Kuch’s video saw 43,949 engagements on TikTok and 30,098 on Instagram
The Basement Yard reached 2.9M organically and another 6.1M via boosted content. Their engagement on Instagram was a whopping 6.6%.
