When the unexpected cold or flu hits, people are left with little energy to care for themselves, their loved ones, or their daily responsibilities. While some try to power through fever or chills to run to the store in the hopes of finding a cure, we knew we could lend a helping hand to get folks on the mend.

To raise awareness for our health and wellness category, we created the “Give Soup A Break” campaign, aimed at encouraging people to turn to DoorDash when they’re not feeling their best.

We spent countless hours dreaming up creative ideas to help folks remember they can get meds delivered, but the golden idea that both delighted customers and sang every note in the brief was a song. So, we got to drafting lyrics.

We assembled a powerhouse team of three social creators and influencers to help bring the lyrics to life: actor and comedian, Sam Cotton; illustrator and 2D artist, Mathias Lynge; Emmy-award-winning animation duo SmallBu. Together, we made a series of animated music videos with a healthy dose of humor and entertainment value. They also happened to feature catchy tunes, which not only got stuck in everyone’s heads, but were also played over 2 million times.

We targeted people 35 years and older, parents and non-parents, who were especially likely to be interested in over-the-counter (OTC) medicine delivery. Given their busy lifestyles, from work and social activities to enjoying time with friends and family, this group is naturally more exposed to more germs and viruses. They’re also eager to get back in the game, minimizing time that they’re sick, so they rely on OTC meds to shorten the duration and severity of illness.

Through this campaign, we aimed to capture an incremental share of wallet and cultivate awareness by marketing our robust selection of more than 48,000 stores with health items, the convenience of average delivery under 40 minutes, and most of all, the affordability of fast relief with a network of deals and partnerships with brands like Mucinex. The call-to-action was simple: order OTC cold and flu meds on DoorDash.

We launched a full-funnel campaign in November that ran through winter. We leveraged social channels to share the series of music videos, as well as in-app placements and other owned channels like email to educate customers about health and wellness items available for delivery. Our goal was to deliver about $10M in health and wellness orders on DoorDash.

Through the campaign, we successfully amplified our message, garnering over 2 million impressions and contributing $223 million in health orders.

As the songs were raking in the views, people began to create their own versions in TikTok duets and singalongs on Instagram. The music videos went global, getting played in four different countries, and certifiably making a “souperstar” out of soup.

Social Stats:

Organic Social: 290K Total Reach, 480K Total Plays

Paid Social: 2M Impressions, 450K Total Reach, 14.4K Total Clicks