Role

CX Strategist and Presenter

Agency

Barkley

Overview

The QSR category is saturated (traffic growth is below 1%). In addition, Dairy Queen treat sales are flat despite that US ice cream and treat sales being up 26%. With few new customers in the category and stagnant treat sales, DQ needed a new attraction to draw customers from competitors.

Product Innovation

Challenge

To (1) deeply understand a distinct audience for DQ outside of its current millennial target. Then (2) create a DQ campaign that includes a product innovation designed to reached that specific audience first, and then all of pop culture second.

Target Audience

With ever-increasing spending power and influence on pop culture, Gen-Z is the most viable target for DQ—specifically a subgroup we call Identity Engineers. An Identity Engineer is a 14- to 20-year-old mini personal brand manager who is so invested in the person she appears to be on social media that she is constantly on the lookout for content that mimics the aspirational lifestyle posts of her favorite influencers.

Insight

Our Identity Engineer is obsession with sharing—sharing her food, sharing her experiences and sharing what she’s sharing on social media to develop her personal brand.

Strategy

Create a hyper-sharable Blizzard worthy of best friendship and a billion likes.

Idea

The Halfsies Blizzard