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Challenge: Domino’s set us three challenges at the start of 2015: to strengthen brand affinity, to drive sales growth by increasing average order value, and to build our market-leading credentials in delivery service innovation.
We knew that no family, couple or friendship group were the same and their reasons for choosing Domino’s were individual. So we decided to get personal. Everyone in marketing was talking about personalisation; we had to deliver it with authenticity that was rooted in customer experience.
Solution: Pizza Legends was born. Customers could not only choose their own toppings, they could also name, fame, add a bit of ‘magic’ and enter their pizza into a Legends Hall of Fame. Their unique Pizza Legend code could be shared with friends and purchased time and again.
To make it happen, we had to deliver personalisation in our communications too. We delivered tailored, segment-specific copy for our core audiences and by matching programme targeting to the most appropriate Pizza Legends creation. Leveraging a Hollyoaks sponsorship, the soap’s stars created their own Legends; shared and promoted via social media. We invited YouTubers Oli White, Rose & Rosie, and Spencer & Alex to create their Legends in the Domino’s test kitchen, which we filmed for their subscribers. Finally, VoD formats pulled the tool into video players for an instant personal experience.
Results: Quickly 50% of pizza eaters were aware of Pizza Legends – with this figure notably higher amount our core family audience. On top of that:
- Over 200,000 Legends were created with 26% purchased
- Organic social reach increased by 41% over the period
- Legend users scored higher across all brand measures and sales doubled during the campaign period, with the average value of a Legend pizza being 38% higher than the norm
- Brand affinity, order value and service innovation? Tick, tick and tick. That’s legendary.
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