To address this challenge, Domino's adopted an innovative digital and social media content strategy. The brand launched a Giphy channel for the first time, providing fans with a variety of 'Gifeelings' to express their love for Domino's. This allowed the brand to communicate with its audience in a more engaging and relatable manner. Additionally, Domino's produced a Snapchat lens, enabling people to 'boggle' themselves and their friends. This strategy not only embraced the way customers were already expressing their love for the brand but also encouraged further engagement and sharing, leading to the birth of a 'mouth-boggling' social movement.
Read More