Dave & Buster’s Social Content | Q1-Q3 2023

Creative Direction for Dave & Buster’s social content from March 2023 through the end of year

THE CHALLENGE: To help Dave & Busters grow their online presence among the younger Millenial and Gen-Z demographics. The client wanted to immerse their social presence in current online culture, conversation topics and trends. The approach was to get the younger generations to feel seen by the brand and feel welcomed to come do various social activities at their locations. Whether it’s watching March Madness, FIBA, or to play games with their social circles, eat and drink…the growing audience should feel Dave & Buster’s is a place they can do it all. They shouldn’t feel it’s a boring place their parents took them as kids but a place that relates to them currently.

I led our creative team to develop various posts that supported multiple promotional campaigns on national and local levels for the brand. Our team also created social content to align with cultural moments, current events and timely social media trends in clever ways that also connected to the greater promotional campaigns. Other timely concepts were presented to align with current pop culture moments so D&B could organically include themselves in online topics. From memes created from a reality TV show moment the night before or major moment in sports that day, or the newest slang taking over the internet, we kept our finger on the pulse.

There were content series for specific platforms and other content that was used across multiple platforms. These platforms included Instagram, TikTok, Twitter and Facebook. This included static graphics, video content and simple text promotions. I worked on mocks as well as directed our designers for pitch decks, mocks and real time social assets. I also directed, supervised and instructed edits for all video content.

The screenshots shown above are all content pieces developed by my team and I. There were multiple social posts that were developed by the client along with the ideas we came up with. Engagement had started to increase and a more consistent voice and tone for a better connection to a more multicultural Gen-Z audience started to develop. These content pieces can be found HERE. This campaign was tough yet very fun. It was tough because things with Gen-Z, especially on the internet, can move so fast so we had to constantly submit ideas; up to 2-3x a week at times. We also had to plan other posts out months in advance to try to create impactful ideas that aligned with cultural tentpoles of the calendar year (sports moments, award shows, festival season, holidays, etc.). This also made it fun because with the frequency of posting and all of the various campaigns our team was constantly thinking of new ideas, experimenting with types of content and pushing limits. With the content series we spent a lot of time filming the content. I would help cast, storyboard and direct the content (sometimes filming myself) on many occasions.