Context:
During the 2020 Emmy Awards, hosted at home due to the pandemic, DoorDash partnered with ABC/Disney and Tiffany Haddish to create a series of three playful, red carpet-themed spots promoting DoorDash delivery and driving app downloads. The client approached our team only three weeks before the broadcast, requesting original content with A-list talent. The campaign brought excitement and engagement to a virtual awards show while highlighting DoorDash’s convenience and reach.

What I Did:

• Led overall marketing strategy, defining campaign objectives to drive brand awareness and app downloads during the Emmys.

• Recommended Tiffany Haddish as talent, drawing on insights into her personality, backstory, and values to secure commitment within a tight timeline.

• Negotiated talent participation and managed contract terms, including expanding placement from digital-only to linear TV.

• Oversaw budget planning and approvals, optimizing spend across production, talent, and media placements.

• Directed execution and production in partnership with ABC/Disney, including creative development, script oversight, on-set logistics, client feedback management, and post-production approvals.

Results / Impact:

• Successfully delivered 3 highly engaging branded spots featuring Haddish, amplifying DoorDash visibility during a highly-watched televised event.

• Generated 1M+ views on Instagram for a single spot, with content remaining live long-term.

• Drove measurable brand awareness and app download engagement during the Emmys.

• Strengthened DoorDash’s partnership with high-profile talent and ABC/Disney, providing a template for future celebrity-led campaigns.

• Executed the campaign end-to-end in just three weeks, navigating tight deadlines and talent constraints to deliver high-impact results.