Domino's

The Objective

Domino's is a global leader in the restaurant industry and one of the most popular home delivery companies and they have earned a well-deserved reputation for their pizzas and affordable prices.The company wanted to understand how TikTok could help them impact their business and increase their sales, so they decided to take advantage of a major event like the Eurocup, activating special campaigns around the event to explore the influence of TikTok.

The Solution

During the period of the Eurocup event, they activated a Full funnel strategy, through combining brand and performance ads together in order to ensure brand remains top-of-mind while driving significant conversion growth.

Domino's used In Feed Ads to achieve its goal, optimizing towards web conversions (complete payment) and app installs. To measure the success of these campaigns, a Conversion Lift Study. This incremental study compared two groups: one that saw the ads and one that didn’t, to assess the campaign’s impact.

The Omni-channel Conversion Lift allowed us the collection of incremental conversion events generated from both the web and the app. In addition, we were able to measure the Search Lift, how many incremental Google searches were made by users exposed to the TikTok campaigns compared to those who were not.

The Results

The measurement study revealed TikTok’s strong influence across the customer funnel with a high level of statistical significance from an incremental perspective:

• App Installs: A 14% increase in conversion rates for app installs, particularly during key Eurocup matches featuring the Spanish national team.

• Search Activity: A 6% lift in brand-related searches on browsers, showing that users often searched for Domino’s after seeing an ad, even if they didn’t act immediately on TikTok.

  • In addition to achieving an impressive lift in overall search performance, the surge in search engine activity reached a notable 8% increase during the Final match between Spain and England. This significant uptick underscores the heightened interest and engagement around the event, demonstrating the powerful impact TikTok & the match had on driving search behavior.

• Purchases: Both app and web conversions saw a significant lift, with a 9% increase in overall purchases from users who installed the app or searched for Domino’s online.

This demonstrates TikTok's ability to drive not only immediate actions but also longer-term brand engagement that leads to sales during pivotal events such as the Eurocup.