Domino's Digital Strategy
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Transcript of Domino's Digital Strategy
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