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How American Dairy Queen Corporation Increases Revenue by 138% Within CRM
The Challenge:
Following the US launch of their new app in 2022, American Dairy Queen Corporation (ADQ) saw an opportunity to increase fan engagement in DQ® Rewards and create long-lasting fan relationships.
How the Braze platform enhanced the campaign:
In March of 2022, ADQ launched a new app to support their loyalty program, DQ® Rewards. Through this program, ADQ utilizes a cross-channel approach to deepen fan relationships with tailored communication and experiences, ultimately driving habit-forming behavior.
In 2023, ADQ shifted its focus to acquiring new fans and driving app downloads to broaden the reach of DQ® Rewards. Within CRM, this meant finding a way to incentivize members of the legacy program, the “Blizzard Fan Club,” to convert to DQ® Rewards.
The Strategy:
In August 2022, ADQ ran an A/B test to determine which would resonate best with their fans. They split their “Blizzard Fan Club” audience into four groups and each received a different welcome offer upon signing up for the new DQ® Rewards program.
After two weeks of testing, one offer—the $.85 Blizzard Treat—was the clear top performer, leading ADQ to use the concept for a full campaign to acquire new loyalty members via a national promotion in April 2023.
The Results:
The $.85 Blizzard Treat campaign was a huge success, generating revenue, DQ® Rewards signups, and app downloads. Overall, it delivered a 138% increase in revenue compared to average monthly CRM revenue, accounting for 20% of all CRM revenue year-to-date. ADQ also saw a 310% lift in loyalty signups compared with their average monthly CRM-attributed signups, accounting for 37% of all CRM-based signups year-to-date. Additionally, their initial email saw the highest revenue conversion rate of all emails year-to-date.
With this single campaign, ADQ achieved 90% of their app download goal for 2023.
"With Braze, we are able to easily orchestrate, test, and scale campaigns, enabling us to cultivate the kinds of brand relationships that drive long-term loyalty and revenue."
Kaitlyn Sullivan
Digital Marketing Manager, CRM, ADQ
