Domino’s Pizza recently launched a successful lunchtime campaign featuring the ‘Domino’s Lunch Feast’—a 4-course meal for Rs. 99 plus GST—partnering with DRIM Global, an innovative influencer marketing agency.
Challenge: Boosting Lunchtime Traffic
Dominos aimed to boost foot traffic to their stores between 11 AM and 3 PM. Their objective was straightforward- harness the influence of social media personalities to attract customers during these hours. To achieve this, they partnered with DRIM Global, a leading force in influencer marketing, who turned Domino’s vision into a reality with their cutting-edge strategies.
DRIM Approach: Tech and Talent Combined
DRIM stands out as the pioneer influencer marketing agency to effectively utilize an omnichannel strategy, combining cutting-edge technology with human expertise. In the last three years, Domino’s India has seen exceptional outcomes from its partnership with DRIM, reinforcing their confidence in DRIM’s proficiency.
Their proprietary Machine Learning algorithms select influencers based on key metrics like engagement rates, content relevance, and performance. A team of Influencer Talent Managers supports this technology, coaching influencers on creating viral content that resonates with audiences and meets campaign goals. This combination of tech and talent ensures content is engaging and effective.
Initial Success and Expansion: In the first phase of the campaign, seven influencers were deployed. Their content quickly went viral in metro cities, increasing store visits during lunch hours. Encouraged by this success, Domino’s doubled its marketing budget, enabling DRIM to scale the campaign efficiently.
Tailored Content for Impact: DRIM’s strategy involved mobilizing influencers to create content in local languages for a pan-India appeal. Targeting regions was key to reaching a wider audience and driving store visits nationwide. Around 50% of influencers used vernacular languages, boosting the campaign’s reach and impact.
The Results:
. 100% increase in store visits in top cities
. 70% increase in nationwide store visits
. Content reach of 41 million people
. Total views crossing 52 million
DRIM’s rapid and effective scaling abilities led to massive success in under a month. Their omnichannel strategy, blending online influence with tangible results, set this campaign apart. Influencers not only created online buzz but also boosted foot traffic to Domino’s stores, showcasing DRIM’s performance and marketing prowess.
DRIM’s CPP model ensured Domino’s investments were result-oriented, focusing on action and ROI. With 135 publications and 10 videos, each with a million views, DRIM showcased how influencers become a scalable channel for performance marketing, boosting online engagement and offline sales.
The DRIM-Domino’s partnership showcases innovative influencer marketing as a powerful tool. DRIM Global’s blend of technology and talent sets new benchmarks, making influencers crucial in omnichannel strategies and delivering outstanding results for Domino’s Pizza.
