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Date post: | 24-Oct-2014 |
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Facebook: Building Essential Connections
The pizza delivery company promotes half-off online pizza orders on Facebook, leading to a record week for online sales and orders.
GoalsDomino’s wanted to use Facebook’s global reach to
celebrate its 51st anniversary by offering 50% off
online pizza orders to:
• Unite its 5-million-plus fans on Facebook and other
social media with a unified offer
• Drive sales for its locally owned franchisee stores in
the U.S. and 19 international markets
• Increase its fan base on Facebook
ApproachTo run its first campaign aligned behind a single
global offer, Domino’s made 20 of its Facebook Pages,
the center of the campaign.
• A teaser tab alerted people that “something big is
about to happen” and provided a Share button
• A 2nd tab launched 3 days before revealed the offer
and let them share the message in 14 languages
• 24 hours before launch, a countdown posted the
hours remaining before it went live in each country
To raise awareness of Global Domino’s Day in the
U.S., the company used Facebook Ads and sponsored
stories driving to the Global Domino’s Day tab:
• Premium Ads asked people to RSVP for the event
on Facebook while sponsored stories amplified
the reach of Domino’s Page posts about the event
• To drive action on the day, Premium Ads drove
people to the Page while sponsored stories
amplified the reach of stories created when
people liked the Page or used the app
The app let fans click on their country flag to access
the correct “Order Now” button that took them to
their local dominos.com ordering site.
• People had to like the Domino’s Page to receive the
offer, which was added to their cart by the app
• After receiving the offer, a pop-up encouraged
people to share the offer with their friends
Results
• Record week for online sales and orders in the United States
• 542,000 people globally were led to their respective online
ordering sites
• Record-breaking day in new Likes for many Domino’s Pizza
Pages, including the U.K. and Canada
• 274+ million impressions for Global Domino’s Day
“The coupon redemption rate for the Global Domino’s
Day promotion exceeded our expectations. Facebook,
without question, was the key to our success. Without
the presence of our international brand pages that
Facebook allows, it just wouldn’t have been possible to
run such as unified, global promotion.”
Curt Bonn, Precision Marketing Specialist, Build the Brand,
Domino’s Pizza
Domino’s Page 2Domino’s Page 1
Ad Ad
Domino’s Pizza was founded in 1960 and is the recognized
world leader in pizza delivery operating a network of
company-owned and franchise-owned stores in the United
States and international markets.
facebook.com/Dominos
Case Study | ROI/Sales
Agency:
AdsAds
PagesPages
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