Domino’s drives orders with data driven creative - Genius Sports – Official Sports Data, Technology and Feeds

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


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

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