Dash In Elevating a Challenger Brand with a Refreshed Digital Strategy
Dash In, a growing convenience store chain offering food, fuel, and car washes, aimed to reinvent the convenience store experience. To drive brand affinity and market share, Dash In partnered with The Hyper Fuel for brand design, social media creative, and campaign management. We created a people-focused brand experience that surpassed the client’s engagement goals, positioning Dash In as a unique player in the market.
...Their expertise and creativity have truly elevated our brand and transformed our social media presence, exceeding all our expectations!
Gregorry Whitmer, CEO
The Goal
The primary goal was to differentiate Dash In from its competitors, enhance user experience on social media channels, and connect with customers on a more authentic level. Dash In sought a strategic creative partner to transform its brand engagement through social media creative, advertising, and management, focusing on connecting time-crunched people to “real food with real flavor.”
The Approach
Our team took the challenge of reimagining Dash In’s brand for the digital space. During the Brand Platform phase, we guided Dash In through an immersive and collaborative brand vision, architecture, and expression process. We leveraged these insights to define a new category: Convenience with Character.
Instead of focusing solely on speed and price, Dash In aimed to transform everyday errands into an engaging experience. We evolved Dash In’s digital strategy beyond menu promotions, centering on customers at the core of its brand. We positioned Dash In as the “most delightful convenience brand on social media” and executed a diversified content strategy that included seasonal, standalone, community-focused, and user-generated content.
The Approach
Our cross-functional team used a hybrid project management model to deliver a steady cadence of organic and promoted content, ensuring Dash In remained top of mind for its convenience-focused audience. We also closely monitored audience engagement, adjusting our strategies as needed to ensure that our efforts continued to resonate with Dash In’s target customers.
Additionally, we focused on fostering collaboration between Dash In and its customers through various interactive initiatives, such as social media contests, polls, and user-generated content campaigns. This enabled Dash In to maintain an open dialogue with its audience, gain valuable insights, and cultivate a sense of brand loyalty.