$1 First-Time Customer Offer (Facebook Ads) from DoorDash

swiped by Mike Schauer in January 2016 from doordash.com

DoorDash is a fast-growing company that delivers you food from restaurants you normally couldn't get delivery from. That's the main benefit they were founded...View More

$1 First-Time Customer Offer (Facebook Ads) from DoorDash

Key Takeaways

  • DoorDash uses the initial text area exclusively for a concise, one sentence description of their service. They also have a similar description at the top of their food image. It's a great example of quickly educating & helping others understand what you're about before diving into the promotion. Their description is simple to register & comprehend so there isn't a lapse where you're wondering what they do.
  • The phrase "quick & easy" (in the first text area) translates well to the more specific & compelling proposition (under the photo), "order & eat in under 45 minutes". It's congruent messaging that went from broad to specific.
  • "No minimum order size" was used in two of the ads. This is intelligently addressing one of the most concerning questions when it comes to deliveries. DoorDash knows this & is spelling it out clearly so it's not a thought that stalls or prevents them from buying.
  • I'm not sure exactly how long each ad ran, but I did notice the food image ads more & I would choose the food ad over the friendly service ad. Smiling people make great images, but a delicious or sexy image is hard to beat. What's interesting is I wouldn't say they were going completely for "delicious", but for "quality" as well, implying you can order from top restaurants (a big part of their USP).

Analyst Spotlight

Mike Schauer

Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!

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