When The Summer I Turned Pretty (TSITP) TV series three hit Amazon Prime Video in 2025, it quickly took over the internet. From creators hosting watch parties and debating whether they’re Team Conrad or Team Jeremiah, to brands jumping on trending moments, the show became a true cultural event. We saw a perfect opportunity for delivery service, DoorDash, to join the conversation naturally and drive fan engagement surrounding the highly anticipated finale.
Digital Voices has worked in partnership with DoorDash for over 3 years, leading award-winning campaigns that stop Gen Z scrolling on social media, educate gig workers about flexible opportunities, and dominate the cultural zeitgeist. We know what works for the brand – culturally-led influencer content that embraces humor and talks to close-knit communities.
The Summer I Turned Pretty quickly became a hot topic during our team meetings with DoorDash, so we put forward the idea to turn it into a reactive campaign opportunity.
We proposed the idea with one hero creator in mind. Abbi Dicenso – a die-hard fan of The Summer I Turned Pretty and an organic DoorDash user. Abbi’s TSITP commentary videos with her mother consistently went viral as the series aired.
We didn’t set specific numerical KPIs for the three video sponsorships with Abbi; instead, we aimed to prioritize natural brand integration into content that was already building traction amongst a strongly engaged community. A positive response from Abbi’s community would put DoorDash in a strong position to collaborate with Abbi on a longer-term basis.
We wanted Abbi’s content to convey that DoorDash is the essential partner to shop the essentials you need to enjoy watching your favorite TV show. Whether that’s popcorn for snacking or tissues to dry your tears amidst the emotional ups and downs.
This integration was thoughtfully executed. DoorDash’s core consumer profile aligns with the typical The Summer I Turned Pretty fan. Young, tech-savvy adults aged 18-34, and predominantly women.
We selected TikTok as the platform for Abbi’s videos as #TheSummerITurnedPretty generated 2.9 billion total views within a single month around the show's finale in 2025. DoorDash showed up where the conversation was already happening, stopping the scroll, and engaging fans.
Abbi was the perfect creator to generate virality around the TSITP finale. She has 400k TikTok followers who turn to her for TV show commentary. They're especially engaged when Abbi’s mom, Tina, joins in! Content featuring a parent and a child performs well on TikTok as it appeals to multiple demographics and sparks nostalgia.
Abbi and Tina’s TSITP content started when Love Island wrapped, and they needed a new show to analyze. Each episode analysis video, which was often more than 10 minutes long, achieved millions of views. Abbi and Tina quickly became the internet's trusted TSITP commentators, making their channel the ideal place for a brand collaboration that would feel authentic and reactive.
We negotiated a three-video partnership between Abbi and DoorDash, which included two TSITP-focused videos during the lead-up to the finale episode, and a full debrief of the finale.
The pre-finale content referenced a mirror-glazed chocolate cake scene featured from earlier on in the series, linking to how DoorDash is the hub for ordering sweet treats within moments. This solidified Abbi as a trusted DoorDash partner with genuine love for the service.
Abbi’s finale commentary video featuring Tina clocked in at 20 minutes long. This defies TikTok’s short-form conventions, yet thrived thanks to Abbi’s audience’s emotional investment in the show and her storytelling style.
DoorDash's app team also produced custom "Team Conrad" and "Team Jeremiah" product shelves in-app to ensure the partnership experience continued throughout the customer journey.
Due to the reactivity of the campaign, it was essential for Abbi to share her content for DoorDash’s approval as soon as possible after the final episode aired to ensure a timely upload. This was the core challenge we had to overcome, yet we achieved it seamlessly thanks to our close client and creator relationships and everyone's genuine passion for the partnership. Our established trust with the client allowed for a rapid review and approval process via WhatsApp, turning around content in hours instead of days, which was critical for capitalising on the real-time cultural moment.
Abbi’s final piece of content went live on TikTok the day after the much-anticipated episode, when conversations surrounding it were at an all-time high.
Abbi’s genuine love for The Summer I Turned Pretty and natural alignment with DoorDash made this partnership a viral success.
The exceptional performance of this campaign is a major win for DoorDash, proving the power of Influencer Marketing to drive both reach and deep engagement, and complement a cultural moment
The campaign's success validates a strategy focused on meeting audiences in conversations focused on passion points and their interests.
DoorDash was able to integrate seamlessly into an online conversation rather than interrupt it by tapping into a highly anticipated show. The high engagement rate and overwhelmingly positive sentiment demonstrate that consumers not only accepted the sponsored content but actively embraced it, fundamentally changing the perception of DoorDash from a purely transactional delivery service to a brand that understands and participates in youth culture.
This sets a new benchmark for how we approach creator partnerships with DoorDash, prioritizing genuine alignment over pure reach, which fosters trust and long-term brand equity with a notoriously discerning Gen Z audience.
Across the three The Summer I Turned Pretty she posted in collaboration with DoorDash, we saw:
Abbi's finale video achieved the highest engagement among the over 500 pieces of content we created with DoorDash in 2025.
This collaboration is proof that when brands meet audiences where their passions live, sponsored content becomes a seamless part of the cultural moment.
