![]() ![]() Domino’s ‘Night In’ for Fashion Weekĭomino’s isn’t the first name that springs to mind in the context of London Fashion Week. Is it a gimmick or a truly valuable customer tool? That’s debatable, but it has certainly generated a fair amount of brand awareness, and perhaps furthered its reputation as a youth-focused brand. Now you can order Domino's by tweeting ?. So, recognising that emoji had become a language of its own, it decided to provide digitally-savvy consumers with the height of convenience – a service that allows you to order merely by tweeting the pizza emoji. One reason Domino’s has become such a popular brand (particularly with a younger demographic) is its ability to tap into current social trends. According to VCCP, the campaign drove sales yielding a 35x return on advertising spend, plus an increase of 10% from the previous year’s sales. ![]() However, the crucial and most effective element was the context of Tinder itself, which allowed Domino’s to reach its target audience on a day when they’d more likely to be active on the app. ![]() I'm ready with the cheesiest lines for you to try on your matches. Or get on and swipe to find me, Dom Juan, your #ValentinesDay2018 wingbot. If users swiped right, Dom Juan then replied with a selection of cheesy chat-up lines to try on their real Tinder matches. Dom Juan appeared as a regular profile on the dating app, (though it was still obvious that it was from the brand itself). On the back of this stat, Domino’s decided to team up with Tinder in 2018 to launch its ‘Dom Juan’ chatbot. However, another brand that sees a surge in interest on this day is Tinder, with a reported 20% increase in usage on 14th February. Valentine’s Day is one of the largest sales days for Dominos. With more than half of its sales generated through digital channels, it’s yet another way for the brand to ramp up both engagement and sales online.įirst date included Domino's so just makes sense to include DOMINO'S at your wedding /LGij6iYe4q It might sound like a stunt, but it’s actually a shrewd example of Domino’s ecommerce strategy. What better way to celebrate the start of a marriage than with a chicken feast or a tandoori sizzler? This is the basis of a rather ingenious campaign by Domino’s, which allows soon-to-be-married couples to create their own pizza wedding registry. On the back of its initial success, Domino’s also expanded the campaign’s budget to accommodate all 50 states.įorget silverware. As a result, the campaign generated a good amount of publicity and conversation on social media.Īccording to PRWeek, it generated 35,000 organic mentions on social media in its first week. The pizza angle is rather light-hearted, of course, but the beauty of the campaign is that it also touches on an issue that is important to people who live and work in these cities. Domino’s asked consumers to nominate their town to receive a paving grant from Domino’s, essentially so that pizza’s could arrive ‘back home safely’. In 2018, it launched ‘Paving for Pizza’ – a campaign centred around the problem of potholes in US cities. Essentially, the message is that every situation is best accompanied by a Domino’s.ĭespite being a global brand, Domino’s also recognises the power of local marketing as a way to create personalised engagement with consumers. It’s a rather bold claim, but as agency VCCP says, the idea highlights the fact that “Domino’s isn’t just about getting good food fast it’s a way to bring people together, to celebrate the big and the small or just the everyday, it works for everything, officially.”Īs such, the ads depict a number of recognisable and relatable every-day scenarios, such as hangover days, break-ups, and nights in. In late 2017, Domino’s UK launched a six-part advertising campaign, positioning itself as the ‘ Official Food of Everything’. (And remember that Econsultancy subscribers can download our Digital Marketing Template Files for guidance on campaign planning) 1. With this is mind, here’s a run-down of some of the best (and daftest) examples. However, a delightfully offbeat marketing strategy is certainly one of the biggest. With an improved supply chain and a strong digital presence, its turnaround is due to a number of factors. The chain reported a 5.8% rise in global retail sales in Q3 2019, and is also on track to expand its global footprint to 25,000 stores by 2025. Today, Domino’s is the largest pizza chain in the world, having surpassed Pizza Hut in global retail sales in 2018. Not a patch on Papa John’s, and unable to satisfy the growing consumer desire for a ‘posher’ slice found in the likes of Pizza Express. ![]() Nearly a decade ago, Domino’s Pizza was known as the poor man’s Pizza Hut. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |