dominos.pdf

BACKGROUND Domino’s Pizza is a recognised world leader in pizza delivery, operating in more than 70 countries around the globe. Marketing efforts are localised and tailored to each specific market. They needed a programmatic partner to help scale their market presence in Bulgaria and provide regionally-specific tracking and reporting as well as valuable audience insight.

THE CHALLENGE Domino’s entered the Bulgarian market in 2010, initially setting foot in the capital and eventually expanding to other large cities. The company has been steadily growing its customer base but it needed a catalyst to propel the brand beyond incremental growth and to accelerate Domino’s market acquisition by reinforcing brand engagement and driving sales. In the period of 15 months, Mobius ran multiple campaigns with a carefully balanced set of objectives. The key focus was on direct response, accompanied by a strong underlying awareness element. Domino’s competitive advantage lays in the delivery segment and this had to be emphasised.

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THE RECIPE Interactive, rich media creatives designed by our in-house creative team helped Domino’s reach further with their message and engage more effectively with their audience. Optimised the media buying process by diversifying our supply and accessing more affordable inventory sources. Tested with device-specific calls to action - the mobile creatives featured an click-to-call option for ordering over the phone. Providing a quick and easy access point was essential to further stimulate direct response. Monitored and analysed audience engagement and applied appropriate dayparting more impressions were allocated to the hours before lunch and dinner reaching customers at their most receptive moments.

THE RESULTS

Ad Spend

Current

Nov

Oct

Sept

Aug

Due to the media buying optimisations implemented in November, the number of served impressions skyrocketed, driving record-high traffic to the site. The budget for November had not changed from the previous month, yet there were 175% more conversions. The success was mostly attributed to the optimisations in traffic acquisition. Since November, the conversions have continued to grow and are currently 510% higher than they were prior to the optimisations.

AD SPEND VS CONVERSIONS

June

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The interactive creatives nearly quadrupled the CTR from 0.10% to 0.37%, indicating a much higher engagement rate.

Apr

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Conversions

2

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more results… •

Strategic dayparting, frequency and recency capping allowed us to allocate budget where it really mattered in order to optimise performance and deliver greater ROAS.

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Client feedback: “We attribute strong campaign performance and consistent growth in sales to a number of factors: cohesive campaign planning, consistent and attentive campaign tracking and management; as well as the personalised approach and sensitivity the Mobius team demonstrated when addressing our particular set of needs.” - Marketing Manager at Domino’s Bulgaria

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