DoorDash
Challenge
DoorDash's Merchants, Business, and Developer product lines each needed a constant stream of new, testable ad creative to keep acquisition costs in check — without three separate teams reinventing the process for every line.
Goal
Establish a single, repeatable ad production and testing pipeline that could serve all three product lines at once, reducing CAC while actually lifting engagement rather than just increasing volume.
Solution
As Creative Lead at Right Side Up, I rebuilt DoorDash's always-on ad library from the ground up — establishing a constant production and testing cadence across Merchants, Business, and Developer lines. The result was a pipeline that reduced customer acquisition costs while increasing ad engagement, replacing one-off campaign requests with a system built to keep testing and improving.
Case Study
The process I established for DoorDash allowed for concurrent review and revision timelines, cutting production times in half. Every week, we would present copy for future ads, and designs for the latest ads. By presenting in batches, we allowed DoorDash to produce hundreds of static and video deliverables every week.
Performance followed a simple rule: prove messaging, then iterate with visuals. We discovered red text on a white background always performed, but the right messaging soared conversion rates. To really cut CAC and discover clear winners, a variety of visual approaches would take that winning messaging to the next level.
Batches of creative approaches allowed for more simultaneous approvals, an arsenal of go-live ready ads, and faster learnings from swapping out laggers the moment they failed.
