On International Women’s Day, the US-based local business connection platform DoorDash launched a combined ‘Made By Women’ marketing campaign and platform to champion female-owned businesses and uplift women’s voices.
‘Made by Women’ is an in-app and digital platform promoting female owned business across the USA and was promoted through a multi-platform campaign run in partnership with new brand ambassador, ESPN hoops commentator and two-time WNBA All-Star Chiney Ogwumike.
The Los Angeles Sparks forward fronts the national ad campaign, developed with The Martin Agency, led by a hero commercial called ‘In The Zone’ and supported across TV, digital and social platforms.
The hero 30-second spot links DoorDash and basketball via a spoken-word narration by one of America’s rising voices in the world of sports which celebrates women making history.
According to DoorDash, its ambassador tie-up with Ogwumike is based on a set of shared values and a focus on empowering local communities by working together to design initiatives that accelerate efforts to provide access for women across the United States and beyond.
The ESPN and WNBA star is not just a basketball player and sports broadcaster, but she is also an entrepreneur dedicated to the mission of opening up opportunities for women worldwide alongside DoorDash.
“I’m thrilled to partner with DoorDash to celebrate and empower women everywhere. As a woman trying to balance it all, it is critical to show the world that we will continue to break glass ceilings every day and lift each other up,” said Ogwumike. “On International Women’s Day, we recognize that women are bosses, and our mission is to open up doors for the next generation to run through. And for anyone that knows me, food is the way to my heart, so working with DoorDash is a dream come true.”
“We’re constantly inspired by the endless ways women continue to break barriers and create change across food, sports, entrepreneurship, and beyond,” added Vanessa Carr, DoorDash’s Director of Partnership Marketing. “We are proud to launch our Made by Women platform and partner with Chiney Ogwumike, a multi-faceted trailblazer who is forging a path of her own while also uplifting others along the way. We will continue to leverage our platform and partnerships to support and champion women building their dreams.”
The initiative is partly the result of research showing that female-owned businesses are disproportionately negatively impacted by COVID-19 and it sees DoorDash commit to supporting women-owned businesses an ongoing effort that demands action through its product, voice, and resources.
‘Made by Women’ includes new in-app features on DoorDash to highlight and support independent Women-owned businesses and entrepreneurs which aim to make it easier for local customers to discover and support them.
For example, hundreds of female-owned, independent restaurants across more than 40 US states have opted in to ‘Made by Women and are now searchable on DoorDash by keyword ‘Women owned’/
Plus, in an attempt to address inequities by providing capacity-building resources such as capital, DoorDash will match loans for women-owned businesses through their partnership with Kiva, a global non-profit whose mission is to expand financial access.
To further encourage customers to support Women-owned businesses in their neighborhoods, DoorDash customers will see in-app Women-owned carousels in dozens of markets across the US, Canada, and Australia including New York City, Chicago, San Francisco, Los Angeles, Boston, Washington, D.C., Sacramento, Austin, Tampa, Detroit, Cleveland, Toronto, Montreal, Sydney, Brisbane, and Melbourne. Participating restaurants on the DoorDash platform are also identified by a banner on their store page.
Comment:
This campaign is a fine example of a non-endemic brand rolling out national US creative featuring a solo WNBA athlete: joining a small, but growing group of brand’s elevating the representation of women in advertising and media.
This latest wave of initiatives expands DoorDash’s previous and existing investments in supporting entrepreneurship and access for underrepresented businesses and builds upon DoorDash’s $200m ‘Main Street Strong’ fund.
Plus, through DoorDash’s Community Credits program, the company has also supported women’s empowerment groups such as San Francisco Safe House, Sarah’s Circle, and Girls for Gender Equity, and look forward to collaborating with more organizations supporting equality and advancement for women.
DoorDash is a technology company that connects consumers with their favorite local and national businesses in more than 4,000 cities and all 50 states across the United States, Canada, and Australia. Founded in 2013, DoorDash enables local businesses to address consumers’ expectations of ease and immediacy and thrive in today’s convenience economy.
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