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DoorDash Hires Duolingo’s Head Of Social
Zaria Parvez // Courtesy of DoorDash
DoorDash has made one of the savviest moves in the marketing industry — hiring former Duolingo Head of Social Zaria Parvez.
Why It Hits: Parvez transformed Duolingo from a humble language-learning app into what is probably the most-envied brand presence online. That’s invaluable in an ecosystem where it’s nearly impossible to break through the noise. Prepare for DoorDash to really step up its branding game across social platforms.
Behind The Virality: Parvez’s work at DoorDash is already delivering some wins.
She recruited Love Island and The Traitors cast member Rob Rausch to talk about avoiding “petty beef” …which notched 11 million views.
She took DoorDash’s X account to new NSFW levels when she posted this GIF of Bad Bunny playing in Puerto Rico, accompanied by the caption: “imagine beefing with Bad Bunny and he’s over here just…tossing beef.” Three million views for that one.
She also tapped Ziwe to host a “Bad Boyfriend Bootcamp” for Valentine’s Day. That one whiffed, drawing just 3,000 views on YouTube.
Closing Thoughts: Parvez said her goal is to go viral every 30 days. She’s doing that by “flipping” DoorDash’s typical social-branding model — moving away from treating platforms like “distribution channels” and instead focusing on the insight base, the heart of the idea, and using other things that were traditionally distribution channels. Or, as Tubefilter describes her strategy: “content first and marketing second, getting people hooked on an actually engaging video before they even realize it’s a DoorDash ad.”
Content truly is king.
Next Post: While Parvez’s work may not immediately translate into meaningful sales, the new currency of online corporate behavior may simply be being cool at any cost.
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Today’s email was written by David Vendrell.
Edited, Polled, and Copy-edited by Kait Cunniff.
Published by Darline Salazar.