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Iris

Core disciplines: Advertising/Creative, CRM/Customer engagement, Digital, Integrated marketing, Public relations (PR)

One of the Top 30 most viewed agencies for 2017

Domino's Greatness

Transforming Domino's to deliver a
93% profit increase

Domino's is the UK's No.1 pizza brand

Share price has DOUBLED since working with iris

13 consecutive quarters of double digit growth

Our 360 brand proposition ‘Greatness’ has embedded the brand into the lives of millennials and helped deliver 13 consecutive quarters of double digit sales growth. 

DOMINO'S - ADFORUM 2016 from irisworldwide on Vimeo.

The Challenge

In 2012 Domino’s faced a decline in brand differentiation, increased competition and an increasingly promiscuous and value seeking customer.

Our Approach

Our customers were telling us that life was too stressful, money was too tight and downtime too precious for takeaway food to deliver a disappointment. If a pizza was cold, late or wrong it would ruin a night in with loved ones. However, when we got it right, Domino’s made a mealtime more sociable, satisfying and special.

So we argued Domino’s is much more than a competitively priced pizza. It has the power to transform moments and make them even more enjoyable.

This gave us the starting point for defining a passionate purpose that could galvanise the business and communications. We articulated this purpose as “Saving the World from mediocre meals by creating more feel good moments”. And the brand platform, Domino's ‘Greatness’ was born.

‘Greatness’ embraces how we make our customers feel while also giving us the opportunity to communicate new products, services and value.

Deep analysis of consumer data has enabled us to build a complete picture of our customers, how they use the service, and also go one step further – to spot opportunities for additional usage.  

We identified the specific passion points that aligned audience interest with consumption occasions: football, gaming and event TV were identified as moments that brought the family together.

In response to this, we created new experience propositions. For example, mums could call on the ‘Midweek Rescue Service’, X-Factor viewers could order in-app on a Saturday night, and gamers could order through X-Box Live.

And for those that wanted hassle free pizza ordering, we even invented the ‘Domi-Button’. Just one tap and your custom pizza is ordered.

To keep Greatness front of mind, our dedicated social community managers deliver a calendar of daily content.

Most recently, as part of our ‘So Tasty The Mouth Boggles’ campaign, we gave our audience a way to express their pizza love with a collection of mouth boggling GIFFEELINGS, one of which took the #1 spot on Google searches for ‘GIF’.

Today, social content stands just behind menus and TV in terms of prompting purchase.

Overall, our Domino’s strategy has been recalibrated from ‘proposition down’ to ‘occasion up’, identifying the right-time, right-place opportunities to capitalise on pizza intent.

We’ve nurtured a genuine two-way relationship with our audience. And Domino’s is now a brand that people want to spend time and engage with.

 

Results

Domino’s is the UK’s no.1 pizza brand 

13 consecutive quarters of double digit growth

Share price has doubled since working with iris 

Brand preference increased by 13.5%

Positive sentiment has increased from 57% to 81% 

Pizza Legends has delivered £5M additional revenue, with each customer spending an average of 38% more. And it has brought 20% of lapsed customers back into the brand 

 

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