For its 51st anniversary in business, Domino’s Pizza wanted to do something really special: serve up 50% off online pizza orders in 20 different countries. To run its first campaign aligned behind a single global offer, it turned to the one platform it believed could make this happen in an easy and exciting way.
On Facebook, Domino’s made its Pages in 20 different countries the center of its Global Domino’s Day campaign. A teaser tab launched three days before the one-day offer went live allowed fans to share the offer message to their friends in 14 languages. To increase awareness and reach ahead of the big day, Domino’s turned Page posts about the event into ads. And to drive orders on the day, it used ads on the homepage to drive people to the ordering app, while sponsored stories displayed to people whenever their friends had used the app to order pizzas.
What came out of the oven for the company? A record week of online orders and sales in the U.S. Globally, the campaign drove over 540,000 people to local Domino’s Pizza ordering sites. And the United Kingdom saw an over 30% increase in sales on the day of the offer, with 17% of those sales coming from new customers. To learn more about the campaign, watch the video case study.