DoorDash
Driving dasher sign-ups with a TikTok Lead Generation campaign
The objective
Boosting Dasher sign-ups
DoorDash aimed to boost its Dasher (driver) acquisition through an innovative and efficient lead generation campaign. The brand also sought to validate TikTok's incrementality and to refine and adjust its attribution model by running a well-powered Conversion Lift Study.
The solution
Leveraging Native Lead Generation forms
DoorDash implemented a thumb-stopping Lead Generation campaign, focused on creator-led content that highlighted the benefits of “dashing.” This strategic approach was designed to convince prospective Dashers to sign up. The campaign utilized Native Lead Generation forms, enabling DoorDash to seamlessly and effectively convert TikTok users into Dashers.
The results
Outstanding uplift and conversions
The comprehensive campaign led to significant results, as evidenced by a TikTok Conversion Lift Study. DoorDash observed a 13% relative lift in Dasher sign-ups, 10,600 incremental Dasher sign-ups, and a 2x multiplier to calibrate values not captured in attribution reporting.
These figures underscore TikTok's effectiveness in driving lower-funnel conversions, while highlighting the engaging nature of the ads among the TikTok community.