Domino's
In an effort to reduce Cost Per Purchase (CPP) and improve overall performance, Domino’s Pizza partnered with Snapchat in MENA and tested the platform’s recently launched tCPA (target cost bidding), driving significant results in the process.
An international byword for pizza, Domino’s impact on the restaurant industry cannot be overstated. Intended to optimize Cost Per Purchase (CPP) and improve overall performance in the Middle East, it knew Snapchat was key to achieving this. Recognizing the value of innovation and data-driven marketing, Domino’s continues to lead the way in adopting emerging ad technologies that align with its growth vision.
When partnering with Snapchat in the past, Domino’s leveraged Auto Bid and Max Bid strategies, occasionally testing previous target cost bidding strategies on its lower-funnel campaigns. This time, however, the brand opted to run a test campaign using Snapchat’s revamped, tCPA .
Domino’s campaign, which was targeted at males and females aged between 18 and 55, featured multiple offers, and the brand had two primary aims on this occasion; enhance the CPP and assess Snapchat’s cost-effectiveness. It used two different ad sets with two distinct bidding strategies; one Auto Bid and another tCPA.
The test, which took place in March 2025, proved hugely beneficial, establishing that tCPA was the more effective bidding strategy. Overall, the revamped tCPA product delivered greater efficiency, lower costs, and stronger user engagement than Auto-Bid, leading to a 69% increase in efficiency in CPP for the international brand. Food for thought.
