Over 80% of Hispanic adults in the US say family is their top priority.

This value drives decisions, work, and daily life, and it shaped the way we approached our multi-award-winning campaign with DoorDash.

For two years, we have collaborated closely with DoorDash to drive brand awareness and love through Influencer Marketing. By the end of 2024, our partnership had evolved to address a new audience: DoorDash “Dashers”. A Dasher is a person who delivers through the DoorDash platform. Dashing is a flexible work gig that individuals can fit in around family life, personal commitments, and other work.

Our core aim was to recruit and engage Spanish-speaking, family-oriented Hispanic adults in the US seeking flexible income opportunities.

Our objectives were clear:

• Engage the community through culturally resonant content
• Highlight Dashing as a flexible income solution that aligns with family values
• Build awareness and consideration through organic influencer content and paid social targeting
• Showcase benefits like work-life balance, financial flexibility, and family support

Planning with cultural insight

Our research revealed three core values central to this audience: 

• Strong work ethic: Preference for flexible jobs to accommodate personal/family needs
• Aspirational: Optimistic about achieving increased financial independence
• Family-centric: Driven by the desire to provide and improve loved ones’ well-being

These insights informed a campaign concept centered on relatable influencer storytelling about how Dashing fits into people's varied lives, incorporating Spanish, Spanglish, and lived experiences as Dashers.

Speaking your language 

63% of Hispanic people in the US say they’re more likely to buy from brands that represent people like them in their advertising.

Therefore, it was vital to partner with creators from this community to produce content that is authentic to their culture and language, especially with over 80% of Hispanic adults speaking Spanish and many preferring to consume content in their native language. We also incorporated Spanglish into the campaign, a hybrid language that blends Spanish and English words and phrases often used by bilinguals in informal settings within Hispanic communities in the United States.

Campaign execution 

We took a multi-channel approach to the campaign, using TikTok, Instagram, and YouTube. 

We chose TikTok and Instagram for their high engagement within the Hispanic community (48% use TikTok daily, 35% engage weekly on Instagram) and past success in DoorDash influencer campaigns. We added YouTube for its SEO value and ability to provide a permanent home for long-form, educational content.

A tiered influencer strategy allowed us to reach the broad 18–44 age range effectively:

• Macro influencers (3x): mass awareness and credibility
• Mid-tier influencers (5x): deeper storytelling and value alignment
• Micro-influencers (20x): trust and relatability within tight-knit communities

In total, 26 Hispanic creators focused on side hustles, family life, and strong engagement. Nearly all became Dashers themselves, producing content rooted in real-life experience.

Creator's content explored themes like earning extra income to support loved ones, balancing work with family, and achieving personal goals. 

Results that speak volumes

• 54 pieces of content from 26 creators
• 87.5m blended impressions 
• 4.46% TikTok engagement rate with 500,000 total engagements  
• 90% positive comment sentiment, which is high, as previously Dasher had received negative sentiment on social content
• 5.25 seconds average TikTok playtime, nearly double DoorDash’s previous campaigns

Creators like Jaime Munoz, Chance Hernandez, and Willy Hidalgo drove a combined 11.59M impressions, blending family-focused storytelling with humor and personal anecdotes.

Content also received positive comments around: 

• Interest in signing up to be a Dasher 
• Benefits of signing up 
• Being able to Dash it with a partner
• Providing a second stream of income, and 
• Flexibility for those with busy schedules

By delivering consistent, culturally aligned content, this campaign built loyalty among Spanish-speaking gig workers and offered actionable insights for future recruitment campaigns. 

This Hispanic Heritage Month, we celebrate the creators and communities that inspire connection, trust, and opportunity.

If you’re interested in running a campaign that connects directly with the Hispanic community, or any other local community across the globe, reach out to us at hello@digitalvoices.com.