Iris Case Studies Domino's Innovative Social Media Marketing Strategy: GIFEELINGS

Edit This Case Study Record

	Domino's Innovative Social Media Marketing Strategy: GIFEELINGS Iris

Domino's Innovative Social Media Marketing Strategy: GIFEELINGS

Iris

Applicable Industries	E-Commerce
Applicable Functions	Sales & Marketing
Challenge	Domino's, a leading pizza delivery company, was facing a significant challenge in maintaining its market position among Millennials. This demographic was becoming increasingly elusive due to the rise of Dark Social, a term referring to social sharing that cannot be tracked by web analytics. Domino's needed a fresh, innovative approach to remain relevant and top-of-mind for this group. The company discovered that Millennials were expressing their reactions to daily life and food in a more emotional, nuanced, and abstract way, using memes, GIFs, and emojis. However, when it came to expressing their love for pizza, they were at a loss for words. Domino's saw this as an opportunity to create a new language for pizza lovers. Read More
About Customer	The customer in this case study is Domino's, a globally recognized pizza delivery company. Domino's is known for its commitment to innovation, often leveraging technology to enhance its customer experience and streamline its operations. The company has a significant presence in the digital space, with a strong focus on e-commerce and digital marketing. Domino's serves a diverse customer base, but this particular initiative was targeted at Millennials, a demographic known for their tech-savvy nature and heavy use of social media. The challenge was to engage this group in a way that resonated with their digital habits and preferences. Read More
Solution	Domino's decided to tap into the trend of using GIFs to express emotions and reactions. The company collaborated with GIF artists to create a collection of GIFs, or 'GIFEELINGS', that would allow pizza fans to express their love for pizza in a fun, relatable way. This was part of their content marketing strategy, which aimed to ensure authenticity and 'lols' (laughs out loud). The company developed a relevant creation and distribution strategy for these GIFs, launching them as a new way for their audience to communicate their feelings about pizza. This innovative approach allowed Domino's to connect with Millennials on a platform they were familiar with, using a language they understood and appreciated. Read More Log in to view content
Contents

Applicable Industries

E-Commerce

Applicable Functions

Sales & Marketing

Challenge

Domino's, a leading pizza delivery company, was facing a significant challenge in maintaining its market position among Millennials. This demographic was becoming increasingly elusive due to the rise of Dark Social, a term referring to social sharing that cannot be tracked by web analytics. Domino's needed a fresh, innovative approach to remain relevant and top-of-mind for this group. The company discovered that Millennials were expressing their reactions to daily life and food in a more emotional, nuanced, and abstract way, using memes, GIFs, and emojis. However, when it came to expressing their love for pizza, they were at a loss for words. Domino's saw this as an opportunity to create a new language for pizza lovers.

About Customer

The customer in this case study is Domino's, a globally recognized pizza delivery company. Domino's is known for its commitment to innovation, often leveraging technology to enhance its customer experience and streamline its operations. The company has a significant presence in the digital space, with a strong focus on e-commerce and digital marketing. Domino's serves a diverse customer base, but this particular initiative was targeted at Millennials, a demographic known for their tech-savvy nature and heavy use of social media. The challenge was to engage this group in a way that resonated with their digital habits and preferences.

Solution

Domino's decided to tap into the trend of using GIFs to express emotions and reactions. The company collaborated with GIF artists to create a collection of GIFs, or 'GIFEELINGS', that would allow pizza fans to express their love for pizza in a fun, relatable way. This was part of their content marketing strategy, which aimed to ensure authenticity and 'lols' (laughs out loud). The company developed a relevant creation and distribution strategy for these GIFs, launching them as a new way for their audience to communicate their feelings about pizza. This innovative approach allowed Domino's to connect with Millennials on a platform they were familiar with, using a language they understood and appreciated.

Impact #1	The GIFEELINGS campaign was a resounding success for Domino's, demonstrating the power of innovative, digitally-focused marketing strategies. By tapping into the language and habits of Millennials, Domino's was able to engage this demographic in a meaningful way, driving significant growth in e-commerce sales and online value. The campaign also boosted Domino's visibility on Google, a key platform for reaching potential customers. Beyond these tangible benefits, the campaign likely enhanced Domino's brand image among Millennials, positioning the company as a fun, relatable, and tech-savvy brand. This could have long-term benefits for customer loyalty and engagement.

Impact #1

The GIFEELINGS campaign was a resounding success for Domino's, demonstrating the power of innovative, digitally-focused marketing strategies. By tapping into the language and habits of Millennials, Domino's was able to engage this demographic in a meaningful way, driving significant growth in e-commerce sales and online value. The campaign also boosted Domino's visibility on Google, a key platform for reaching potential customers. Beyond these tangible benefits, the campaign likely enhanced Domino's brand image among Millennials, positioning the company as a fun, relatable, and tech-savvy brand. This could have long-term benefits for customer loyalty and engagement.

Benefit #1	Domino's GIFEELINGS became the #1 result on Google search for 'GIF'.
Benefit #2	The GIFs garnered 145 million views.
Benefit #3	The campaign achieved a return on investment (ROI) ratio of 1:93.

Benefit #1

Domino's GIFEELINGS became the #1 result on Google search for 'GIF'.

Benefit #2

The GIFs garnered 145 million views.

Benefit #3

The campaign achieved a return on investment (ROI) ratio of 1:93.

Download PDF Version

Overview

Domino's Innovative Social Media Marketing Strategy: GIFEELINGS

Operational Impact

Quantitative Benefit