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.