Domino's Pizza
Domino’s Pizza partnered with Snapchat to engage new and existing consumers in the UK, using Snap Ads and the new 7/0 optimisation tool to improve campaign performance across web and app.
“Collaborating with Snapchat and testing the latest solutions on the platform has enabled us to refine our strategy to achieve robust performance results."
- Pablo Heras, Paid Social Manager, Domino’s Pizza UK
Domino’s Engaged its Target Demographic
It’s been 40 years since Domino’s Pizza arrived in the UK, and the global brand remains fully committed to delivering a pitch-perfect experience for pizza-lovers in Britain.
Eager to reach and engage new and previous customers aged between 18 and 45, the brand needed an innovative campaign which would also re-engage existing Domino’s app users.
Identifying the unique role Snapchat plays in conversations among family and friends – not to mention meal-time decision-making – Domino’s wanted a slice of the action.
By Leveraging Snap Ads
Eager to drive ROI and secure pizza sales, Domino’s leveraged Snap Ads in a variety of formats between July and September 2024. This approach allowed the brand to drive cost-efficient reach while ensuring engagement.
Testing creative to drive results, Domino’s used custom designs supported by Snapchat creative studio. Showcasing its menu in both static and animated formats, the brand captured the attention of audiences, while efficiently promoting its range of products.
Using app re-engagement bidding, Domino’s targeted existing customers within its key demographic. Moreover, it drove superior performance by leveraging Snapchat’s new 7/0 bidding solution across Web and App.
To Drive Reach and Conversions
Domino’s partnership with Snapchat was a recipe for success. Over the course of two months, MMM established that Snapchat delivers a positive ROAS performance. Domino’s also achieved a 50% lower Cost-per-Order vs the vertical benchmark.
Domino’s drove a competitive CPP whilst helping to drive click-based in-session conversions using 7/0 optimisation. Meanwhile, App Re-engagement bidding helped to drive sales among existing Domino’s App users.