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 on, but now that they've created a sophisticated system that makes deliveries optimally efficient, they are also confidently advertising fast delivery (under 45 minutes). The final piece to their unique selling proposition is that they make the process of ordering "easy". DoorDash is similar to Uber in that they hire drivers, but to deliver food. It's another job opportunity that has the appeal of being straight-forward & independent (with potentially good tips). The ads & graphics below showcase the advertising of their "first delivery for $1" deal -- an offer created to attract new users.
$1 First-Time Customer Offer (Facebook Ads) from DoorDash Swiped in January 2016
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).
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!
Visit the archives of this swipe's source URL or view past screenshots of doordash.com below.