Midwest convenience store beacon Kwik Trip had a small, but passionate fan base of people who adored the quirks of this brand. But, the community’s brand love wasn’t reflected in Kwik Trip’s largely promotional social content.

We quickly uncovered Kwik Trip’s secret weapon. When this quirky brand made a few jokes on Twitter, people paid attention. We realized this was the golden ticket, so we tested local humor, quirky facts, and trending pop culture moments in our content strategy.

Turns out, humor sells. Our Kwik Trip memes spread like wildfire – earning over 1.4 million organic impressions since fall 2018. Yup, ORGANIC. Pay-to-play doesn’t have to be a thing if you create quality content that resonates with your audience.