Dairy Queen

Overview:



Dairy Queen is the world’s treat and soft serve ice cream leader. With over 5,600 domestic store locations and stores in more than 20 countries, the brand is a well recognized icon around the world.

Dairy Queen always has been engaged in traditional marketing via TV, print and radio.

When the company was ready to create the framework for a detailed social media strategy and marketing campaign, its marketing professionals turned to Pierson Grant Public Relations and High Impact Digital.

Objectives:

Create brand awareness and drive traffic to the DairyQueen.com website as well as the brick and mortar Dairy Queen stores. Create buzz and excitement throughout the social web and get consumers and bloggers excited about DQ. Help identify consumer sentiment as it happens and identify brand endorsers. 

Strategies and tactics:

• Create and execute a comprehensive social media campaign, including Facebook, Twitter, blogging, video and podcasting strategies.
• Optimize blogger outreach and buzz marketing


Results:


High Impact Digital helped grow the Dairy Queen Facebook Fan Page to a staggering 700,000+ fans. The DQ blog attracted over 50,000 visitors in just under 6 months, with over 600 comments.

The Dairy Queen Twitter account is approaching 4,000 followers and growing at a steady pace. We also guided Dairy Queen in reaching out to over 250 bloggers with a creative contest. In addition, our online PR efforts have accounted for close to 270,000 mentions in other media of the Dairy Queen brand.