Situation: During my time at Minnesota Interactive, Dairy Queen approached our agency with plans to roll out a “delivery pilot”, using a small advertising budget and social media as the sole means of promotion. The intent was to test a small local market before rolling out a national delivery service.
Solution: Use weekly ad budget on Facebook to build awareness for the new service and ultimately encourage DoorDash orders. Create and post quality content, as well as engage with the audience to strengthen brand loyalty online and in-store.
Outcome: Deliveries averaged 4% of total weekly sales within 3 months, ROI was $5 gained for every $1 spent.