DashMart: Snack Playoffs
I served as the project / strategy lead and content designer for DashMart's first inaugural 'Snack Playoffs'. This campaign celebrated the fan frenzy of March Madness by pitting customer's favorite snacks against each other. I led the campaign strategy as well as built out all banners, emails, and push notifications.
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THE CHALLENGE
How might we tap into customers' emotional investment into their favorite sports and snacks to increase sales volume at DashMart (DoorDash's 1st party grocer).
My role:
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Project manager
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Strategy and operations lead
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Content designer
How we did it:
Partnering with the marketing + CPG teams, I got to work on breaking down the full consumer experience.
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My end deliverables included:
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30 In-app banners
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5x email series with copy
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5x push notification series
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Multiple promo campaigns
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Targeted audience lists
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Promo performance tracking
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Universal landing pages for CPGs
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Item collections
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​​​​OKRs:
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So how did it do?
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DashMart’s Snack Playoffs was a successful example of a CPG-sponsored campaign as we were able to drive order volume 5x on featured, relevant SKUs. We were able to pitch Pepsi to contribute funding for the promo along with an incremental marketing fee. The campaign was so successful that we hit promo cap a week earlier than expected and were able to secure incremental funding mid-campaign from Pepsi to keep the momentum going.
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Skills gained:
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Prototyping
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Figma design
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Copywriting
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Brief writing
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Product pitches
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Performance analysis
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Audience strategy
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