Moms have to buy their own gifts. And Mother's Day is no exception, 54% of moms end up paying for their own presents! But kids don't have their own money. Or they do, but stores don’t accept things like Monopoly bills and chocolate coins as payment.

DoorDash needed to sell more flowers for Mother’s Day, so we got them a whole new buyer category. An idea that could give kids purchasing power to 1) drive millions in GMV for Mother's Day 2) get eyes on the campaign to drive engagement. So we decided for the first time in purchase history, to accept Kids Currency.

The Kids Currency idea was brought to live in a live digital auction, led by a professional auctioneer. The rules were simple, when you see our auctioneer on social media, the bids are open! Simply reply with a picture of your kid’s bid. We meticulously reviewed and approved each bid, responding with over 100 personalized videos and GIFs! Sending hundreds of mothers a FREE flower bouquet, purchased by their kiddos, without their credit card.

Our gifters for Mother’s Day were Millennials and Gen Zers who would not only be buying presents for the moms in their lives but would also help the kids they know get a gift for their moms.

Now, these aren’t meaningless gifters who grab a random bouquet from the grocery store for moms, they’re intentional gifters. 41% want to find a gift that creates a special memory and 46% want to gift something unique or different.

And flowers? That’s the go-to Mother’s Day gift that EVERYONE gives, so how do you make it feel special for those Millennials and Gen Zers?

You give them a new meaning.

And from there, Kids Currency was born. Flowers would feel more meaningful for the moms getting them and the Millennials and Gen Zers buying them if kids could say that they bought the bouquets themselves–with their own money.

We started grabbing people’s attention on #KidsCurrency by sharing a teaser video on 5/10 across Instagram, Twitter, and TikTok. In the teaser video, you could see our auctioneer announcing the opening of the auction. Then on 5/12, two days before Mother’s Day, the instructional video was posted on the same platforms, announcing the commencement of DoorDash’s Mother’s Day Flower Auction, and encouraging people to submit their Kids Currency in exchange for bouquets for moms.

In order to amplify the ideas, influencer partnerships were kicked off on Instagram and TikTok.

- DoorDash’s largest non-restaurant delivery day in history

- 91:1 ROI.

- 318MM impressions

- 580k total deliveries

- Flower awareness lifted 22 points

- Flower consideration lifted 5 points