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In 2014, Dairy Queen opened its first DQ Treat store in Ho Chi Minh City, Vietnam. After two years in the market, DQ aimed to launch a promotional campaign on its social media platforms for the 2016 Christmas season.
To highlight Dairy Queen’s unique offerings, Wisdom Agency launched the “Flipping Over” campaign. The idea is to encourage customers to “flip” their perspective, discovering joy in the little things, like turning a rainy day into an opportunity for connection, nostalgia, or simply enjoying a cool treat from DQ.
In addition, the campaign featured local adaptations to Dairy Queen’s menu, catering to Vietnamese taste preferences.
Wisdom also managed Dairy Queen’s social media presence, sharing the brand’s playful spirit through ads like “Cheese Burger 1K” and promoting the iconic Blizzard. As a special offer, customers could enjoy a festive Dilly Bar for just 1,000 VND.
• Social Media Communication: Content strategy, material production, digital media planning, post-campaign evaluation, and performance analysis.
• Social Listening: Data collection, monitoring, and analysis of feedback from the online community.
The campaign’s success is evident with 30,000 clicks and over 13,000 interactions each month. These results have directly influenced sales growth and supported DQ’s continued expansion.
