From the start of the partnership process with Flyana Boss, we knew there’d be a couple non-negotiables: There would be no paid media to support the idea, and any brand integration needed to be additive to Flyana Boss fans. Our only objectives? Make the integration investment worth it, and garner consumer and press attention for DoorDash.

When it came time to brief for the project, we kept the focus on striking the balance between brand salience and true artist-led creativity. We didn’t yet know what the partnership would look like, so we played up everything we did know:

To truly land the partnership, we’d need to be self-aware and wink at the branded element

While we wanted to fuel the car, not drive it, DoorDash should certainly appear in the work but not in a way that felt disingenuous or overwhelming

Everything we did needed to add value for fans

To announce the official partnership and get fans excited, we teased the upcoming music video with a duet of the original DoorDash-bike viral video on TikTok and Instagram. Two days later, the music video for “You Wish” dropped on YouTube. The surprise star feature of the video? A DoorDash delivery driver! After an initial visual brand mention in the beginning of the video, the song stopped halfway through the video to reveal the DoorDash delivery, which fuels the party for the rest of the video. Calling back to the era of in-your-face music video sponsorships, DoorDash appears prominently but advances the idea through a wink of self-awareness.

Two days after the video’s smash-hit premiere on YouTube, we released BTS content across TikTok, Instagram and X, signaling a close to the campaign even though the earned press coverage continued for another week! Consider it a successful music video, delivered by DoorDash.

Thanks to Flyana Boss’s quick-turn virality and rapidly-growing social following, the target audience and community insight were instantly clear. It was this audience truth that fueled our creative brief and POV on how DoorDash should show up in an entertainment space.

We answered community desires and met brand-directed earned media objectives by keeping content entertaining and stressing self-awareness throughout the partnership. We positioned DoorDash as a vehicle for creativity with the goal of unlocking additional access for content-hungry fans, bringing behind-the-scenes content and a fuller social campaign while winking to the brand in the music-video itself.

Without paid media budgets, we knew we’d have to compress the content to maximize engagement. We rolled the partnership out in a distinct one-week period, but took the campaign beyond TikTok to X and Instagram to drive cross-platform engagement and dominate cultural conversation.

When we designed the channel plan and overarching platform strategy, we knew we wanted to expand the idea beyond TikTok, where Flyana Boss was achieving the most fame and follower growth. By broadening the media mix for the partnership to include YouTube for video hosting and Instagram and X for social conversation, we were able to bring multiple new audiences into the Flyana Boss ecosystem through discovery in spaces like Reels.

Our compressed one-week flight had to be approved by Flyana Boss’s label and social team, so we knew we’d need to execute everything at once. Luckily, through multi-team collaboration and a shared sense of urgency, we were able to achieve our goals. What started as a one-off social comment became a multi-platform mini campaign.

In the end, the metrics don’t lie—branded entertainment is IN. Within 24 hours of release, the music video accumulated over 400,000 organic views on YouTube. Of those 400,000 views, 71% of audiences watched at least half the video—including the DoorDash integration. Across social, performance was significantly higher than typical DoorDash organic content. Across all social content, we achieved a ~10% engagement rate, nearly doubling the high ends of industry standard benchmarks.

Performance was also generally similar across platforms with hugely different follower counts and engagement, indicating the power of the content itself and the quality of the compressed social rollout. And with 10 pieces of unique earned press coverage and 64 million impressions, we’re thrilled to know that DoorDash delivered.