When The Summer I Turned Pretty (TSITP) series three hit Prime Video in 2025, it quickly took over the internet.
From creators hosting watch parties and debating whether they’re Team Conrad or Team Jeremiah, to brands jumping on trending moments, the show became a true cultural event. We saw a perfect opportunity for DoorDash to join the conversation naturally and drive fan engagement surrounding the finale.
Having worked with DoorDash for almost three years, we know what works for them – culturally-led influencer content that embraces humor and talks to communities.
We identified Abbi Dicenso to bring DoorDash into the heart of the hype.
Abbi’s content took off earlier in the summer thanks to her in-depth Love Island commentary. Her followers were even more engaged when Abbi’s mother, Tina, appeared as a guest and provided her Gen X opinions.
When Love Island wrapped, the duo needed a new show to analyze. The Summer I Turned Pretty, originally a novel by Jenny Han, landed on our screens at the perfect time. Each episode analysis video, which was often more than 10 minutes long, achieved millions of views. Abbi and Tina quickly became the internet's trusted TSITP commentators, making their channel the ideal place for a brand collaboration that would feel authentic and reactive.
We negotiated a three-video partnership between Abbi and DoorDash, which included two TSITP-focused videos during the lead-up to the finale episode, and a full debrief of the finale.
The pre-finale content referenced the mirror-glazed chocolate cake scene from earlier on in the series, and how DoorDash is the hub for ordering sweet treats within moments. This solidified Abbi as a trusted DoorDash partner.
Abbi’s finale commentary video featuring Tina clocked in at 20 minutes long.
This defies TikTok’s short-form conventions, yet thrived thanks to Abbi’s audience’s emotional investment in the show and her storytelling style.
It was essential for Abbi to share her content for DoorDash’s approval as soon as possible after the final episode aired to ensure a timely upload. Abbi’s content went live on TikTok the day after the much-anticipated episode, when conversations surrounding it were at an all-time high.
The video achieved…
Abbi’s genuine love for The Summer I Turned Pretty and alignment with DoorDash made this partnership a great success. Having followed the show from the start and built a community around her weekly reactions, she was the perfect host for a finale watch party – complete with DoorDash deliveries of the ultimate viewing snacks.
This collaboration is proof that when brands meet audiences where their passions live, sponsored content becomes a seamless part of the cultural moment.
Want to learn more about shaping an impactful reactive marketing strategy? Reach out to us at hello@digitalvoices.com.
