Case Study: Dairy Queen achieves 20M reach and boosts Blizzard awareness with Instagram

Dairy Queen - Customer Case Study

Dairy Queen, the multinational fast-food and frozen-treat chain known for the Blizzard, sought to raise awareness of its limited-time "Upside Down or Free" promotion, drive Blizzard sales and win new lifelong fans—particularly among hard-to-reach 18–34-year-olds.

DQ brought the idea to life with striking, thumb‑stopping Instagram creative: entire rooms and hand-crafted props built and photographed upside-down, with actors posing to sell the stunt. Targeted ads (age 18–34 with flavor-specific interest layers) reached 20 million people and delivered strong business impact: an 18‑point lift in ad recall among 25–34-year-olds, an 8‑point lift in promotion awareness and a 3‑point lift in purchase intent.

Dairy Queen

Dairy Queen