DAsh in social content
strategy & CREATIVE direction
Dash In is a chain of stores local to the DC, Maryland and Virginia area aiming to redefine the convenience store experience. Offering quality fuel and food at affordable prices, they aimed to use their social media platforms to drive an increase in business.
CHANNELS: Instagram and Facebook
Human. Grounded. Spirited.
Previously, Dash In social content was focused on products, not people. The result was a cold and detached approach that failed to develop a following. We set out to change that.
To build an engaged audience, it was important that the social content felt intimate and part of the human story. We wanted users to know how Dash In fit into their story through tone and style, not direct messaging.
We wanted to see people enjoying the food. We wanted to see parents ordering food after soccer practice, or professionals picking up their morning coffee on the way to work. These are the authentic ways customers interacted with Dash In and we wanted the content to reflect that.
Challenge.
Dash In was facing years of slow growth on social with no strategy in place to change that. While offering quality fuel and food, they were faced with strong competition with other well branded convenience store chains who had a loyal following. This led to the question: how can Dash In build an authentic relationship with their customers?
Solution.
While competitors carried strong brand affinity with their audiences, they also suffered from being too big to feel personal at a hyper localized level. In contrast, Dash In was uniquely positioned to be able to focus on building authentic relationships with local communities. A major part of this shift was leveraging personal messaging, real imagery with real people, and focusing on human moments instead of products. Our content included still graphics, GIFs, motion graphics, videos, Instagram stories and contests - all aligned with our new strategic approach.
Result.
Strategic campaign content focused on building awareness to grow an initial audience and develop an engaged following. Within the first 3 months of content, follower growth increased by 5% and generated a 172% increase in engagement compared to the same period of the previous year.
PROJECT TEAM
CREATIVE DIRECTOR & PRODUCER: Victor Santos
DESIGNER: Meg Kilgore
SOCIAL MEDIA SPECIALIST: Justin Smith
MOTION GRAPHICS: Cory Sutter, Evan Wyatt
Produced while employed as Creative Director at Social Driver.