Be humble
After Wieden presented for “Bring Home the Bud” last year, members of the agency, including CEO Neal Arthur, recommended they be more humble about how they pulled off DoorDash instead of focusing on what they pulled off like they did with Budweiser.
“Kofi and I really told a story of where the most funny parts about it were the beats, when he had a moment when he was like, ‘Oh shit, how am I gonna do it?’ and I had a moment when Wieden was like, ‘Oh shit, how are we gonna do this?’” White said.
Metrics they focused on
There were initial eye-popping numbers from the night that helped the story (including 1 out of 15 people who saw the ad entering the sweepstakes), but they focused on the impact of business.
“We’re sharing the context of what actually happened in the campaign, and then how that also shows up in the business. Are people actually shifting their behavior in the way that we intended?” Amoo-Gottfried said.
In order to show that shift in behavior, they revealed the percentage of monthly active users who are transacting in categories outside of the restaurant space where DoorDash began.
