Millennials had become increasingly negative towards marketing; fed up of being disturbed, intruded and, frankly, bored by forms of digital advertising. 38% of desktop users and 30% of mobile users were actively choosing to switch it off with the help of Ad Blockers. With a core audience of internet-‐‑native, mobile-‐‑first Social Snackers, Domino’s was also victim to this industry-‐‑wide challenge. With 75% of content being shared on dark social, the brand’s audience was not only watching less TV, but also spending less time on Facebook. With existing formats and channels no longer cutting it, Domino’s needed to find a new way to remain top-‐‑of-‐‑ mind and drive penetration with this audience.
With the help of a bespoke tool, we conducted some clever social listening in places that others cannot reach (including dark social). We discovered that our audience was expressing their reactions to daily life and food in a more emotional, nuanced and abstract way than ever (memes, GIFs, emojis and the like). Yet, when it came to pizza, they were simply left lost for words.
We made it our creative mission to allow pizza fans to express the inexpressible. We would create a new Domino’s pizza language.
Harnessing the growing power, popularity and availability of GIFs in 2016, we created an entire collection of Domino’s GIFEELINGS. By working with GIF artists to ensure authenticity and lols, and through developing an always-‐‑relevant creation and distribution strategy, we gave Social Snackers a way to finally express their pizza love.
And they took to it in their droves. To date, we have had over 145million views, ranked number one on Google search for ‘GIF’ and infiltrated the mysterious world of dark social right across the UK. What’s more, we’ve proven great business returns, delivering £3.2m of revenue at an ROI of 1:93.
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