The Future of Growth is Connection
Nancy Hall | Chief Executive Officer US | WPP Media
Gina Igwe | VP, Brand, Creative & Consumer Marketing | DoorDash
Gina Igwe knows exactly what the future of growth looks like: understand your audience, figure out what their real interests are, and show up authentically in the places they already are. At DoorDash, that has meant college football Saturdays, NBA All-Star, the FIFA World Cup, a Super Bowl campaign with 50 Cent, and a product integration called Streaks that turned ordering into a season-long game.
The Future of Growth Is Deep Audience Connection: Not just knowing who your audience is but knowing what they actually care about and showing up in those spaces with real value. Gina says that is the whole strategy. 🎯
DoorDash Made Every College Football Saturday Eatable: The college football program was built around authentic fan moments. NIL partnerships, campus activations, and a product feature called Streaks that rewarded fans for ordering every Saturday throughout the season. 🏈
Two Audiences. Two Strategies: Core audiences like parents and active super fans get one approach. Growth audiences like DoorDash's Hispanic customers get another. The key is going deep on understanding both and never treating them the same. 📊
50 Cent, Beef, and the Super Bowl: DoorDash skipped the traditional spot this year. Instead they built a campaign around the biggest trash-talking day of the year with 50 Cent, fueling a conversation that was already happening in a completely different way. 💡
WPP Media Is the Partner That Gets It: Gina calls WPP Media an excellent partner because they understand the DoorDash customer and are always looking for meaningful ways to connect with audiences. WNBA, NBA, FIFA World Cup. The choices are always strategic. 🤝