DoorDash - Self-Love Bouquet (case study) PR Grand Prix at the Cannes Lions 2023

In 2022, DoorDash celebrated Valentine's Day by announcing same-day flower delivery from local florists with a campaign mainly ...

This article is a summary of a YouTube video "DoorDash - Self-Love Bouquet (case study) PR Grand Prix at the Cannes Lions 2023" by Blossom Flower Delivery

Key insights about video DoorDash - Self-Love Bouquet (case study) PR Grand Prix at the Cannes Lions 2023

🌸 More women in the U.S. own sex toys than men, yet 69% of women feel uncomfortable talking about their self-pleasure.

🌸 Doordash, a brand popular among single people, embraced Miley Cyrus' new song and encourages individuals to celebrate self-love on Valentine's Day.

🌸 They introduced a "self-love bouquet" featuring the rose, the most popular women's sex toy of the last five years, combined with 11 real roses, providing single women with a reason to buy themselves flowers.

🌸 Some individuals already celebrate self-love by giving themselves flowers.

🌸 The campaign aims to promote the idea of self-love and empower individuals to embrace their own worth and happiness.

🌺 Women's masturbation is increasingly recognized as non-taboo in the US.

🌸 More American women own sex toys compared to men.

🌹 However, 69% of women in the US still feel uncomfortable discussing their own self-pleasure.

💐 DoorDash, with 42% of its user base being single, aimed to celebrate self-love during Valentine's Day.

🎵 The brand linked this initiative with Miley Cyrus’ new song, suggesting customers to treat themselves with flowers.

🚚 In selected cities, DoorDash offered a "self-love bouquet," which could be ordered starting the day before Valentine’s Day.

🌷 The self-love bouquet included the popular women’s sex toy, the rose, among 11 other real roses.

🛍 This initiative provided single women with an incentive to purchase flowers for themselves.

💝 The campaign promotes the idea of being your own Valentine and embracing self-gifted pleasures.

Timestamped Summary

00:13 Discussion about how women's masturbation shouldn't be taboo, with a statistic that more women own sex toys in the U.S.

00:28 Introduction of DoorDash's initiative to celebrate self-love on Valentine's Day, targeting their user base of 42% single people.

00:39 Mention of DoorDash embracing Miley Cyrus' new song to promote self-love and encouraging customers to buy themselves flowers on Valentine's Day.

00:51 Details about DoorDash's "self-love bouquet" available in select cities, which includes a popular women's sex toy, the rose.

01:28 An affirmation that buying flowers for oneself can be a form of self-love and empowerment.

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Q&A

Is women's masturbation a taboo subject?

It shouldn't be, but some might still consider it a sensitive topic.

In the U.S., who owns more sex toys, men or women?

More women than men own sex toys in the U.S.

What percentage of women in the U.S. feel uncomfortable talking about self-pleasure?

69% of women in the U.S. feel uncomfortable talking about their self-pleasure.

What did DoorDash do to celebrate self-love on Valentine's Day?

DoorDash created a campaign embracing Miley Cyrus's new song, encouraging people to buy themselves flowers for Valentine's Day.

How can people participate in DoorDash's self-love Valentine's promotion?

People in select cities can order a so-called self-love bouquet from DoorDash.

What unique feature did DoorDash add to their "self-love bouquet"?

DoorDash added the most popular women's sex toy, the Rose, into the bouquet along with 11 other real roses.

Is buying oneself flowers seen as a positive act by DoorDash's campaign?

Yes, the campaign gives single women a reason to buy themselves flowers, framing it as a form of self-celebration and empowerment.