Challenge

Summer of DashPass

Whatever it is, the way you tell your story online can make all the difference.

Despite the DashPass being in the market for multiple years we faced low awareness of the product and were under-pacing our Q3 subscriber goal.

Solution

Phase 1 - Audit

A creative brief based on our findings was formulated and discussed with our internal Creative team to discuss our ask. Since as DashPass kickoff video was already being finalized, we decided to ask for unique cuts that would be used for paid social and abided by platforms' best practices (short form/overlays). This cut-down version would be used in our awareness campaign. We also requested a mixture of GIF and static imagery that played off the theme of our kickoff video but also used informative overlays, to be later used in a user acquisition campaign.
To scale the current audience performance we decided to keep our top 3 performing audiences and expand on Look-a-Like audience by segmenting other high-valued audiences. Instead of using only one CRM list based containing DashPass users, we decided to segment users into multiple distinct audiences:

Phase 2 - Awareness

To help increase brand awareness we decided to run an awareness campaign against our key audience on Meta and Snapchat, these platforms were chosen due to their strong past performances. Our media KPI for this campaign was to achieve a 4x weekly frequency, which we knew was our sweet spot for raising awareness.
In order to calculate the effectiveness of this awareness phase we decided to run a brand lift study with both Meta and Snapchat to quantify the impact. Our goal was to raise unaided brand awareness by 8+ points.
Phase 2 Results - 16+ point increase in unaided awareness and 4.3x frequency achieved

Phase 3 - Conversion

Three weeks after the launch of our awareness phase, we launched a conversion-based campaign encouraging users to subscribe to DashPass. We decided to utilize the audience from phase 2 and target broad audiences, with a lower budget. The goal of this campaign was to beat our benchmark of $33 CPA.
After two weeks of data, we implemented manual budget/bidding to improve upon our initial CPA and allow for more control over our campaign’s efficiencies.
Phase 3 Results - $29 CPA and 45k new DashPass subscribers