Domino’s Digital Marketing Strategy By Elyse Hoekstra

BigIdea

•  Campaign:“WhatBringsYourFamilyCloserOvertheHolidays?”

•  Learningabouthowfamiliescometogethertocelebratetheholidays

•  CreaDngaDomino’scommunitywherefamiliescansharetheirholidayideasandtradiDonswitheachother

GoalsoftheCampaign

•  TogetDomino’scustomerstointeractwithusandeachother

•  InsteadofcustomersthinkingDomino’sispizza,wewanttobrandDomino’sasafamilyorientedcompany

SocialMediaQuesDons

•  Howdoyouplantospendtheholidayswithyourfamilythisyear?

• Whatisyourfavoritefamilyholidaymemory?

• Whatbringsyourfamilytogetherovertheholidays?

• Whatisthefirstthingthatcomestomindwhenyouhearthewords“familyandholiday”?

TargetAudience

•  Familieswhospendtheholidaystogether•  Familiesacrossthe60countriesDomino’soperatesin

• WepredictmomswilldrivemostoftheinteracDon

KeyPerformanceIndicators

•  SocialMediacomments:average275perpost•  Atleast500familyparDcipantsinourYouTubecontest

•  Increaseinsalescomparedtopreviousholidayseasons’sales

Tools&TacDcs

•  UDlizecurrentFacebookpagetolaunchcampaign

•  CreateInstagramaccount

•  UDlizeTwiZeraccounttogetfamiliesinteracDnginrealDme– #DominosHoliday

YouTubeContest

•  CreatevideosofouremployeessharingtheirfamilyholidaytradiDons

•  Contest:Familiesuploadvideosoftheirfamilyholidaystories

•  5familieswiththemostlikeswillreceivefreeDomino’sfortheirenDrefamilyandbefeaturedinnextyear’sholidaycampaign

Budget

•  BasedoffofMackCollier’sarDcle“HowMuchDoesSocialMediaCostCompaniesin2012”

•  Forexample:Facebook– Setup:$1,500– Monthlycontentmanagement:$2,000/month

– FacebookpromoDoncreaDon(forcontest):$20,000

•  3monthlongcampaign

•  Totalcampaignbudget$118,000

Domino’sHolidayCampaign

• WehopetobringDomino’sclosertoitsconsumersbygeengtoknowtheirfamilytradiDonsandmemories

• Wehopetoinspirefamiliestomakethisholidayonetheirfamilywillneverforget