The central objective of this project was to conceptualize and outline a data-driven campaign for DoorDash. My initial research and data analysis revealed a significant market opportunity: while DoorDash's daytime orders historically represented higher volumes, a compelling trend emerged showing a distinct increase in late-night orders, specifically those placed between the hours of midnight and 5 a.m. . This insight indicated a clear and growing demand for convenient nighttime delivery services that wasn't being fully leveraged.

Building on this data, my strategy was specifically tailored to engage 21+ Gen Z consumers who lead an active nightlife. The campaign, titled "DoorDash Because," aimed to position DoorDash as an indispensable "weekend wingman" for this demographic

The core idea was to vividly demonstrate how DoorDash supports every stage of their "night-out" lifecycle – from securing pregame drinks and snacks, to satisfying late-night food cravings after an evening out, and even providing essential recovery items the next morning. The overarching message reinforced DoorDash's reliability and understanding of this lifestyle, encapsulated by the sentiment that "Doordash is there for their good bad and the ugly"

This data-informed strategic approach was designed to resonate authentically with the Gen Z nightlife experience, fostering a stronger connection with the brand and capitalizing on observed late-night purchasing behaviors.