DUTCH BROS

PROMOTING THE
CULTURE WITHIN

“GOOD VIBES ONLY” IG/FACEBOOK CAMPAIGN

Dutch Bros was built on an amazing culture that begins with the relationship between broista and customer. Broistas might say they serve up love at the drive-thru, not coffee, and it’s true. The response from the customer is equally outstanding and the love is obviously mutual.

Challenge:

Engage audiences on Facebook and Instagram with a campaign that shares the Dutch Bros company culture of good vibes and positivity through the Broistas’ stories about their customers and favorite interactions.

Solution:

Use authentic storytelling from the Broistas to illustrate the strength of the Dutch Bros culture with an expansion of the internal “Good Vibes Only” campaign that joyful previously created for the Broista audience. This new external campaign utilized stories shared by the Broistas to celebrate the Dutch Bros culture in a way that was fun and relatable.

The joyful creative team took the opportunity to be playful and incorporated big-head motion collage, photography, stop-motion animation and surrealist imagery to construct rich narratives about the Dutch Bros employees and their customers spreading good vibes through acts of kindness and generosity.

Results:

This campaign sparked a chain of additional story submissions from Broistas and customers alike. Posts were not only liked and viewed, but truly absorbed and engaged with, a fact made clear as additional short stories and reflections filled the comments column of each post. The culture within the stand of positivity and spreading good vibes was a clear two-way street with the customer as well, a fact that became crystal clear through the engagement we witnessed and already knew to be true, Dutch’s best marketing tool was no marketing gimmick at all, their power was and always has been the culture they have within.