Happy Tastes Good

Dairy Queen

The Challenge: For generations, Dairy Queen has been at the center of sweet memories and scrumptious family time. The quick service restaurant is one of the first of its kind. However, having such a long, rich (not to mention delicious) history, the brand was struggling to keep up on newer, digital mediums. So, how do we evolve DQ’s social media presence to not only grow a deeper connection with existing Fans, but also expand their community to a younger audience?

The Solution: Continue to spread happiness but with a fresh, social-first take. The new approach started with data analysis, competitive learnings and a (very) ambitious list of goals. Then, a brand voice overhaul, making sure to bring the social-first slang and leave ample room for spontaneity and real-time activations. We then engaged on new, gen-z centric platforms, like TikTok and Spotify, and increased posting cadence. Lastly, we optimized our approach to media buys and consistent reporting created actionable insights for to bring even more smiles across DQ’s social channels. 

The Result: Increased organic engagement volume by 120% YoY. Increased organic impressions volume by 109% YoY. Moved up 5 spots in the QSR category. Added over 1M incremental video impressions from TikTok.

Agency: Barkley