Dairy cheer case study

1. Dairy Cheer Restaurant
Social Media & Website Analytics
How Dairy Cheer reached almost 15k views on one post!

2. Overview
A social media campaign for Dairy Cheer utilizing Facebook and Instagram. The campaign duration
was seven months in total during June 1st — December 4th.
Goals
● To increase restaurant sales.
● To promote and engage customers via social media campaign.
● To strengthen relationship with the community.
Specifications
The campaign agreement was arranged in three month intervals. The agreed upon requirements for each interval
were as follows:
● Interval 1 - One post per week with simple imagery and copy included.
● Interval 2 - Four-to-eight posts per month (two being giveaways) with graphic art and copy included. Content
was chosen based on insights and analytics as well as the owners suggestions.

3. Milestones
Business Growth
Due to the overall success of the campaign, Dairy
Cheers owner witnessed a very noticeable
increase in “foot traffic” and sales. Dairy Cheer
shortly after paid in advance to extend the
campaign for an additional three months.
Client Communication Channel
The owner of Dairy Cheer now has a direct
channel of communication to his customers.
Digital Enlightenment
Dairy Cheer’s owner began to ask about
additional ways that he could leverage
technology.
Page Followers Doubled
Almost doubled the original followers in just
seven months.
First Viral Post
Within just two months into the campaign, Dairy
Cheer executed its first viral post reaching just
shy of 15k users.
New Audiences Reached
Facebook now reaches an age group of 25-54
with 35-44 making up the majority of followers.
Instagram has succeeded in reaching an even
younger audience primarily of followers 25-34.

4. The problem
Company
Dairy Cheer is a local
restaurant in Pikeville,
Kentucky. They offer a
variety of American foods
and specifically branded
items like Smashburgers,
Cheese cubes, and
Specialty shakes.
Context
Dairy Cheer’s experience
was with mostly
traditional forms of
media:
● No Website
● No Social Media
Channels
● No online advertising
Problem statement
Take a three month
period and build a
website, begin a social
media campaign, gain
followers and increase in
store traffic.

5. Challenges We Overcame
Challenge 1
Different Target
Markets
Find a way to target
specific demographics for
Facebook and Instagram
social media platforms.
Challenge 2
Which Menu Items to
Spotlight
Starting off with a clean
slate, we had to
improvise on what could
potentially be trending
food items to get more
engagement.
Challenge 3
Increase Conversation
Get customers excited
about our posts and to
make sure we post at the
highest online traffic
times throughout the
week.

6. Solution
Focus on the product and the
opportunity.
Every company desires to connect
their customers with their product
or service and to expand their
market.
Dairy Cheer not only increased
customer interest through
giveaways, but also reached entirely
new audiences via social media.

7. Implementation

8. 06.07.18
Beginning Stages of
Social Media presence
07.13.18
Dramatic Increase in
Engagement
08.13.18
Learned Free
Giveaways were
Popular Content
10.15.18
Customers Favorite
Food Menu Items
12.04.18
Increased Overall
Social Media
Engagement and Sales

9. Social Media Platform:
Facebook

10. Highest Post
Reach Overall
Almost 15k People Reached
in a couple of days
876 Reactions,
Comments & Shares

11. Highest Post
Reach Overall
Post #3 People Reached
14,770 users
Combined Posts Total Reach
17,446 users
1

12. Second
Highest Post
Reach
Banana Split Giveaway
11,867 People Reached
786 Reactions, Comments &
Shares
996 Post Clicks

13. Overall
High Growth
● Created a social media presence
● Received positive engagement from
customers
● Collected valuable feedback from
online interaction
● Increased restaurant sales overall

14. Total & Post
Reach Analytics
30 Total Posts
7 Free Giveaway Posts
Time Period: Seven Months
Highest Reach in the
month of October 2018

15. Page & Net
Likes Analytics
2,009 Total Page Likes
Most Net Likes occurred during end of
June 2018
Popular Food Items:
Banana Split, Footlong Hot Dog, Onion
Rings, Smashburger

16. Facebook
Demographic
Results
75% Women 25% Men Overall
Reached 45 Locations in
Kentucky, Virginia,
West Virginia and Tennessee

17. Social Media Platform:
Instagram

18. Created a
Following
446 followers
25 posts
7 months

19. Instagram
Stories Views
1st Story: 39 Views
Last Story: 101 Views
Time Period: 7 Months
August 10th, 2018
October 12th, 2018
October 26th, 2018
November 13th, 2018
November 19th, 2018
December 4th, 2018

20. Most Liked Instagram Posts
48 Likes53 Likes

21. Gif/Short Video
Post Success
Giveaway: 82 Post Views
80 Total Story Views
Giveaway Winner:
85 Post Views

22. Instagram
Demographic
Results
68% Women 32% Men
Highest activity at 9:00 p.m.
Most views age range 25-34

23. Website Analytics

24. Traffic Overview
● Site visits during
June 1st — December 4th
● 72% Mobile Device
● 54% Google Source Type
● 39% Mobile Safari Browser
● 59% used iOS Operating
System

25. Traffic Overview
on Viral Post
● Site visits during
August 10th— August 14th
● 74% Mobile Device
● 50% Facebook Source Type
● 40% Facebook App Browser
● 60% used iOS Operating
System

26. Traffic Sources &
Google Search Keywords
● Time Period:
June 1st — December 4th
● 57% Majority searched
from Google
● 25% Majority selected
from Facebook
● 18% Selected direct link to site
● 15.4k Total Impressions

27. Resources
Website: http://www.DairyCheer.com
Facebook: https://www.facebook.com/DairyCheer/
Instagram: https://www.instagram.com/dairycheer/
Google: https://goo.gl/maps/WrsjqC8mdVA2
Squarespace Analytics: https://support.squarespace.com/hc/en-us/articles/206544167-Squarespace-Analytics-overview
Stock Photos: https://unsplash.com/; https://www.pexels.com/; https://www.freepik.com/

28. THANK YOU