Domino’s Pizza came to Sway Group to run the influencer campaign activation portion of their larger #DominosNYE program, which was focused on awareness and increasing pizza orders during New Year’s Eve celebrations.
The Sway Solution:
We identified nearly 100 Millennial micro-influencers who were strongly aligned with Domino’s target market, providing flexible content prompts with the purpose of encouraging followers to include pizza in their New Year’s Eve plans. High-impact content was launched and promoted in the days leading up to and including NYE, with a diverse platform focus that included blog posts, Instagram posts and Stories, Facebook, and Twitter.
This campaign successfully gained social momentum, thanks in part to the timing and content theme: influencer content anchored to an event or time of year can effectively tie brand messaging to the larger consumer conversation in progress. Influencers also promoted a time-limited offer from Domino’s, which added a strong sales call to action. Additionally, earned media mentions (IE, this Vox article) helped boost reach and greatly extended Domino’s influencer investment.
All of this combined for stellar client results with robust consumer engagement metrics across all platforms. We were also able to execute as an extremely quick turn program, with just 20 days for recruitment, content development, QA and approval, and launch.