Dairy Queen

Situation

Dairy Queen is an American chain of soft-serve ice cream and fast food restaurants owned by International Dairy Queen, Inc. which also owns Orange Julius, and formerly owned Karmelkorn and Golden Skillet Fried Chicken. Its corporate offices are in Bloomington, Minnesota.

In 1938, near Moline, Illinois, J.F. McCullough and his son, Alex, developed the delicious dairy product millions have come to know as Dairy Queen soft serve. The McCulloughs’ innovation was the beginning of today’s system of more than 5,700 Dairy Queen and Dairy Queen/Brazier stores in the United States, Canada, and many other countries in Europe, Central America, the Far East, and the Middle East.

In 2014, Dairy Queen opened the first DQ Treat Store in Ho Chi Minh City, Vietnam. After 2 years in the Vietnam market, DQ wants to launch a promotion campaign on their social platform during the Christmas Season of 2016.

Solution

DQ’s USP is the upside-down ice cream cup that is proof of the density of the cream and quality of Dairy Queen. It also encourages people to live a life full of unconventional thoughts and dos, like a DQ blizzard ice cream gone upside down instead of normal ice cream. The blizzard ice cream is a key product of Dairy Queen. It goes with a promotion scheme of full refund in case of Blizzard spilling over.

To promote this unique characteristic of Dairy Queen, Wisdom Agency built a campaign of “Flipping Over” in which Dairy Queen encourages the audience to flip their things over and look at the conventional issues from an entirely new perspective and capture the moment of joy with Dairy Queen. For example, a sudden rainfall could be a chance to get closer with your loved ones, or to bring back childhood memories, or simply to chill out in a day of summer’s crazy hot air. 

Beside that, Dairy Queen has localised products that suit the taste of local Vietnamese people. 

Continuously, Wisdom Agency established and maintained the social platform for the funny spirit of Dairy Queen by promoting “Cheese Burger 1K” to get more and more customers to try the cuisine and encourage people to purchase a Blizzard upside-down ice cream to get a Dilly Bar with only 1000 VND add-on.

Cheeseburger 1k & Dilly Bar X’MAX

Product enhancements will be essential for the launch in Vietnam. Therefore, observing responses and receiving feedback is the best way to improve and develop products, especially in the F&B industry. DQ is not excluded; the Cheese Burger and Dilly Bar ice cream are the chosen options to attract people to experience the culture, the cuisine, and also a way to keep DQ active in promoting these campaigns on social media.

Scope of work

Social media management

Social listening

Result

The success of the communication campaign can be measured by 30,000 clicks per month and over 13,000 engagements per month. These achievements can directly result in the next sales report and ongoing expansion of Dairy Queen.

 

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