Dairy Queen Social
My team grew Dairy Queen’s social presence by 800% in three years. We did it by building a culture-first content strategy, defining a distinct brand voice, and focusing on the channels where engagement actually happens. The obvious goal was to become our fans’ biggest fans.
From owning summer with “Treat Szn” to everyday content, everything worked together - paid and organic - to support the full marketing calendar. The result: stronger engagement, more app downloads, increased orders, and real traffic in-store. In a crowded QSR space, DQ didn’t just keep up—they stood out.
We got closer to fans by actually acting like fans - digging into audience insights, leaning into trends, and creating content that felt native to their world. That meant less polished perfection and more real moments: behind-the-scenes footage, mukbangs, food hacks. And people ate it up.
We stopped overthinking food styling and gave ourselves room to test and learn. When the data showed real-time content drove ~10x more engagement than evergreen, we leaned in - moving faster, jumping on trends, and staying true to the brand while doing it.
