DQ SociaL
No burying the lead here. My team grew DQ’s social presence by 800% in just three years.
We did this by implemeting social-first best practices, refining the DQ voice, and prioritizing high engagement channels to modernize the brand.
Then we became our Fans biggest fans by diving into audience insights and immersing ourselves in their interests. Our strategy led to creating more culturally relevant content designed to keep them engaged.
We filmed behind the scenes for the first time ever. We embraced mukbangs and food hacks. People ate. it. up.
Being less precious about food styling gave our team more freedom to test, learn, and optimize content.
Treat szn was the cherry on top, a social-led campaign designed for DQ to own the summer season from Free Cone Day to the Fall Blizzard Menu.
Mastering the marketing calendar by balancing promotions, LTOs, and seasonal flavors through paid and organic content drove conversions across every channel – boosting in-store traffic, delivery orders and app downloads.
Our performance data showed real-time moments get ~10x more engagement than evergreen content.
So we gave the people what they wanted, activating on even more quick turn, brand-right trends.
We learned music-themed parodies hit the sweet spot with our audience…
and DQ Fans are hardcore Swifties. These were some of the brand’s top performers of all time.
In the crazy saturated QSR world of chicken wars and twitter beefs, DQ trusted our approach to help them compete at a higher level for engagement as well as transactions in store. And it paid off.
Our commitment helped DQ outshine the competition for the next several years.
We set big goals and beat them.
We broke records. Lots of them.
And we ate an extraordinary amount of soft serve.
Credit shared with agency, client, and production partners.