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Domino's Digital Strategy

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  • 1. Domino’s Digital Marketing Strategy By Elyse Hoekstra
  • 2. Big
Idea
•  Campaign:
“What
Brings
Your
Family
Closer
 Over
the
Holidays?”
•  Learning
about
how
families
come
together
to
 celebrate
the
holidays
•  CreaDng
a
Domino’s
community
where
 families
can
share
their
holiday
ideas
and
 tradiDons
with
each
other


  • 3. Goals
of
the
Campaign
•  To
get
Domino’s
customers
to
interact
with
us
 and
each
other
•  Instead
of
customers
thinking
Domino’s
is
 pizza,
we
want
to
brand
Domino’s
as
a
family
 oriented
company

  • 4. Social
Media
QuesDons
•  How
do
you
plan
to
spend
the
holidays
with
 your
family
this
year?

•  What
is
your
favorite
family
holiday
memory?

•  What
brings
your
family
together
over
the
 holidays?
•  What
is
the
first
thing
that
comes
to
mind
 when
you
hear
the
words
“family
and
 holiday”?


  • 5. Target
Audience
•  Families
who
spend
the
holidays
together
•  Families
across
the
60
countries
Domino’s
 operates
in
•  We
predict
moms
will
drive
most
of
the
 interacDon



  • 6. Key
Performance
Indicators
•  Social
Media
comments:
average
275
per
post
•  At
least
500
family
parDcipants
in
our
YouTube
 contest
•  Increase
in
sales
compared
to
previous
holiday
 seasons’
sales

  • 7. Tools
&
TacDcs
•  UDlize
current
Facebook
page
to
launch
 campaign
•  Create
Instagram
account
•  UDlize
TwiZer
account
to
get
families
 interacDng
in
real
Dme
 – #DominosHoliday


  • 8. YouTube
Contest
•  Create
videos
of
our
employees
sharing
their
 family
holiday
tradiDons
•  Contest:
Families
upload
videos
of
their
family
 holiday
stories
•  5
families
with
the
most
likes
will
receive
free
 Domino’s
for
their
enDre
family
and
be
 featured
in
next
year’s
holiday
campaign

  • 9. Budget
•  Based
off
of
Mack
Collier’s
arDcle
“How
Much
 Does
Social
Media
Cost
Companies
in
2012”
•  For
example:
Facebook
 – Set
up:
$1,500
 – Monthly
content
management:
$2,000/month
 – Facebook
promoDon
creaDon
(for
contest):
$20,000

•  3
month
long
campaign
•  Total
campaign
budget
$118,000

  • 10. Domino’s
Holiday
Campaign
•  We
hope
to
bring
Domino’s
closer
to
its
 consumers
by
geeng
to
know
their
family
 tradiDons
and
memories
•  We
hope
to
inspire
families
to
make
this
 holiday
one
their
family
will
never
forget