DoorDash Recruits Hispanic Drivers in First Ever Spanish Language Campaign

GALLEGOS United and Superette (DoorDash's internal creative studio) has unveiled the brand’s first-ever Spanish-language campaign for the Dasher audience. Titled 'Everyone knows, you should too', the campaign aims to recruit new Hispanic Dashers and further strengthen DoorDash’s relationship with Hispanic gig workers, one of the largest and fastest-growing audiences of gig workers in the Unites States.

The campaign is rooted in the understanding that for Hispanics, supporting each other via word of mouth comes as second nature. Sharing insider knowledge with others makes Hispanics feel that they’re part of a community that has a purpose. They know how much hustle it takes to make it in life and hustling is directly linked to exchanging knowledge and tips every step of the way.

The insight behind 'Everyone knows, you should too' inspired a :60, :30 and three :15 videos (in both English and Spanish). The creative campaign will run nationally across streaming TV and paid social. This campaign will launch along with rolling updates to the Dasher app that make dashing even more seamless and accessible for Dashers whose primary language is Spanish. With product updates like in-app Consumer to Dasher instant translation, a Spanish language chatbot, and the ability to use the Dasher app in Spanish, even if your device is set to English, we aim to improve and streamline the experience Spanish-speaking Dashers have when delivering with DoorDash.

At the heart of this campaign is comedy through intrigue and relatability. Every spot features a main character, Irene, who is a typical fixture of curiosity and intrigue in Hispanic cultures. The audience sees the link between the local community's steady rise in life and the flexibility to earn as Dashers, even though Irene can’t figure it out. While it’s witnessed through the eyes of the always-watching neighbour, the creative paints a nuanced and truthful portrait of an up-and-coming Hispanic neighbourhood. The audience can also relate to and admire the Javiers and Sofias of the world, and their drive to provide for their families. DoorDash gives them the option to work when they want and earn on their terms, so they can be there for their families during the moments that matter.