Case Study: Foxtel Media x DoorDash

01 July 2022

A hard-hitting, premium sports partnership delivers brand awareness and conversion for DoorDash

Campaign timing: July 2021

Challenge:

Entering the Australian market in 2019, DoorDash wanted to build brand awareness and let Australia know it had arrived! In a category with two strong competitors, DoorDash needed to create a sense of scale to communicate its point of difference as a delivery service that delivers ‘restaurants and more to your door’ and avoid being perceived as just another food-delivery service.

Solution:

DoorDash partnered with the NRL to position itself as the NRL’s convivence “On-Demand Delivery Partner’ and drive awareness during the most memorable, high-impact moments of the NRL season.

Execution:

Foxtel successfully connected DoorDash with millions of Australians through a targeted integrated partnership across the key sports platforms, Fox Sports, Fox Sports Digital, and Kayo. This was the perfect partnership for DoorDash to grow awareness and stand out in a clutter-free, premium environment.

Results:

DoorDash effectively drove brand awareness, brand familiarity, brand perception, and share of the last five orders.

Among Foxtel NRL fans who use delivery companies, the partnership led to a +9%pts increase in unprompted brand awareness, a +6%pts uplift in those considering using the service, and a +7%pts increase in the share of the last five orders.

Testimonial:

“Our Fox League partnership helped solidify DoorDash as an official partner of the NRL, reaching fans across all touchpoints within the Fox network. It's been instrumental in driving both brand and activation”