December 8th, 2023, Lesley Simeon
Last year, DoorDash unveiled a Christmas-themed commercial that talked about choosing local businesses for gifting. This year, the food ordering and delivery platform’s minute- long festive season ad - complete with a super -friendly reindeer - talks about ‘everyday miracles’. Later, the brand released a second holiday ad featuring delivery workers.
We look into YouGov data to see whether DoorDash’s American audiences noticed the brand’s holiday-time commercials.
According to YouGov’s BrandIndex - which tracks consumer sentiment towards thousands of brands daily - DoorDash’s Ad Awareness score among younger consumers i.e. 18-to-34-year-olds, has grown considerably in the days after the launch of its Christmas commercial for the year.
The metric - which measures the share of consumers that notice a brand’s advertising in the last two weeks - went from 35% on November 3, 2023 (the day the ad was released) to 41% on December 2, 2023 - a six percentage point improvement.
Further, the delivery brand’s score among the general US population went from 28% to 31% in the same period.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. DoorDash’s Ad Awareness score is based on the question: Which of the following online brands have you seen an advertisement for in the past two weeks? and delivered as a percentage. Scores are based on an average daily sample size of 575/2557 US adults between October 1, 2023 and December 2, 2023. Figures are based on a four-week moving average. Learn more about BrandIndex.
Photo by Marques Thomas on Unsplash