TO WIN SOCIAL, WE NEEDED A CAMPAIGN THAT WAS CULTURALLY TIMELY, MOVED AS QUICKLY, WAS BUILT TO SCALE ACROSS PLATFORMS, AND DELIVERED THE CREATIVITY AND QUALITY THAT SUPERETTE IS KNOWN FOR. WE CREATED A CONTENT ECOSYSTEM OF 500+ UNIQUE AND MODULAR CONTENT ASSETS, OPTIMIZED TO PERFORM ACROSS TIKTOK, IG, YOUTUBE, AND X, THROUGH OWNED, EARNED, PAID, AND BEYOND.
DOORDASH
CREATING HIGH IMPACT, MULTI-CHANNEL SOCIAL ASSETS AT SCALE
THE CHALLENGE:
Football season is one of the biggest moments of the year for food delivery. But, with a major competitor locked in as the league’s sponsor, DoorDash had to show up smarter. Their idea? More than food delivery during game day, fans want a platform to express their fandom – something truly valuable that only they would understand. We helped them capitalize on the biggest pre-season buzz moment by securing legendary coach Bill Belichick (who had just left his role with the Patriots) to star in the campaign. We reintroduced Bill as DoorDash’s “Fan Coach”—a man with no team, but plenty of game-day wisdom to deliver.
OUR APPROACH:
- STRATEGIC CULTURAL TIMING: The campaign launched just ahead of NFL kickoff, strategically timed to capitalize on Bill Belichick’s headline-making departure from New England and positioning DoorDash at the center of the football conversation before season kickoff even began.
- CONTENT AT SCALE: We delivered 500+ social-first assets tailored for every format and platform; from UGC-style replies to snackable shorts and longform edits. But more than just dropping content, the campaign was designed to listen, adapt, and build in real-time. As fans engaged, we reacted—writing new scripts, developing fresh assets, and introducing unexpected creative and talent twists to keep energy high, content feeling fresh and engagement compounding.
- CELEBRITY INTEGRATION: When fan questions kept rolling in, Belichick “hired” two assistant coaches—Julian Edelman and Deion Sanders—to help field the volume. A creative response to the campaign’s growing momentum, it added surprise and more depth to the highly discerning NFL fan – building credibility for DoorDash amongst fans.
- FAN REWARDS & MERCH DROPS: Select fans who engaged with the campaign received a limited-edition “Coach Hoodie”, designed with insulated snack pockets and surprise DoorDash gift cards – increasing reach and fandom with micro influencers.
- CREATIVE & PRODUCTION CONSISTENCY: Directed by Pete Marquis, the campaign balanced high-volume production with high-concept humor, bringing Belichick’s signature deadpan tone to life in across every asset.
CELEBRITY COACHES x UGC FAN CONTENT
BILL BELICHICK
JULIEN EDELMAN
COACH PRIME
OUTCOME
The “Fan Coach” campaign proved that you don’t need an official NFL deal to dominate the football moment. By hiring the GOAT, DoorDash scored big—proving that with the right creative production partner, even high-volume social campaigns can be rich in creativity, packed with craft, and built to move fast across every channel.
- 262 million impressions
- 21.1 million consumer orders
- Beat DoorDash’s football-season order volume goal by 80%
- Recognized in Adweek, Ad Age, Campaign, and more for standout creativity and social agility participation.
SOCIAL CUTDOWNS
