After these great results, in 2014 the model was updated. The refresh showed an improvement of 10% in the ROI of total marketing efforts. That is, the brand did not only accelerated its growth through good advertising; it also got back more sales per dollar invested. After this, the agency was able to negotiate a bigger and diversified budget with franchisers. More weeks were added to the Paid TV plan in 2015; the budget for YouTube doubled and Social Media is now a key element in the whole marketing plan.

Brand still faces different challenges in Mexico. Mexico City remains an opportunity . But collaboration Collaboration of state-of-the-art modelling with great creativity and execution in media proved to be a booster for sales of a dynamic brand to speed its growth, especially on a difficult macroeconomic environment.

Following the findings of the project, in 2014 the brand increased their presence on Paid TV from 18 to 26 weeks, with two different ads (instead of one as in previous years). Investment growth in TV was decided to be used by adding weeks on air instead of spending more GRP’s in the same time period. Digital budget grew considerably (over 200%), with a very active social media management and synergies with seasonal activations that costumers already were aware of from previous years. YouTube paid investment was also included, synchronized with the final weeks of Paid TV.

This aggressive, carefully planned, well executed campaign generated fantastic returns, with a growth in sales of 22% compared to the previous year ( Mexican GDP grew less than 4%). With this acceleration, Dairy Queen sales in 2014 were double those of 2010, discounting inflation.