Iris > Case Studies > Innovative Social Media Strategy Boosts Domino's Brand Engagement

Innovative Social Media Strategy Boosts Domino's Brand Engagement

Applicable Industries

Telecommunications

Applicable Functions

Sales & Marketing

About The Customer

The customer in this case study is Domino's, a leading international pizza delivery corporation. With thousands of corporate and franchised stores in countries around the world, Domino's is known for its commitment to high-quality food and innovative delivery methods. The brand has a strong digital presence and is known for its creative marketing strategies that resonate with its target audience. In this scenario, Domino's was looking to enhance its social media engagement and create a campaign that would effectively communicate the unique taste and experience of its pizza.

The Challenge

Domino's, a globally recognized pizza brand, was facing a unique challenge in its advertising strategy. The brand found that when it came to describing the taste of their pizza, traditional words fell short. Instead, customers were expressing their love for Domino's through GIFs and emoticons on social media platforms. This presented a challenge for the brand to effectively communicate and engage with its audience in a language they understood and preferred. The challenge was to leverage this 'mouth-boggling' effect of Domino's pizza and create a socially informed campaign that would resonate with the digital audience.

The Solution

To address this challenge, Domino's adopted an innovative digital and social media content strategy. The brand launched a Giphy channel for the first time, providing fans with a variety of 'Gifeelings' to express their love for Domino's. This allowed the brand to communicate with its audience in a more engaging and relatable manner. Additionally, Domino's produced a Snapchat lens, enabling people to 'boggle' themselves and their friends. This strategy not only embraced the way customers were already expressing their love for the brand but also encouraged further engagement and sharing, leading to the birth of a 'mouth-boggling' social movement.

Operational Impact

The innovative social media strategy resulted in significant qualitative benefits for Domino's. The brand was able to create a unique and engaging social media presence that resonated with its audience. The use of GIFs and a Snapchat lens not only allowed the brand to communicate in the language of its customers but also encouraged further engagement and sharing. This led to the birth of a 'mouth-boggling' social movement, enhancing the brand's image and reputation. Furthermore, the campaign's success was recognized with a Gold Integrated Creative Pool Award and a Gold MAA Award for Best Idea, further solidifying Domino's position as a leader in creative and effective advertising.

Quantitative Benefit