Domino’s drives orders with data driven creative
Team Talk
Domino’s was faced with a major challenge - their campaigns would initially generate a lot of social engagement but this would quickly drop off.
The global pizza chain wanted to repurpose a recent TV campaign to retarget existing customers with dynamic videos, with a goal of increasing conversions as well as website purchases.
Domino’s aims:
- Create cut-through dynamic video ads for social media
- Drive sales by targeting key audience interests such as sports and TV
- Focus spend on Facebook as the primary channel
Tactics
Through our platform, Domino’s took existing ATL ads, and used them to create over a thousand targeted videos.
Adverts and messages were adapted depending on the interests of target groups – covering family, Christmas, TV box sets, and football. Videos were automatically scheduled and delivered to targeted audiences via Facebook.
Utilising audience interest settings is a great way to increase campaign performance and drive conversions.
Final Result
Domino’s created an impactful social media campaign that drive existing customers further down the funnel.
- 88% increase in website purchases
- 23% improved return on ad spend
- 120% increase in view-through-rate
“The contextual video content we produced using the Genius platform transformed our existing assets into a whole new campaign. The process was, automated, straightforward, and the introduction personalisation achieved great results ”
Kathy Connolly-Livings, Paid Media Manager, Domino's UK & Ireland