Domino’s Pizza’s YouTube channel has 209K followers and over thirty videos posted (Domino’s, n.d.). Ten years ago Domino’s Pizza was falling out of favor but now it is a successful company, surpassing Pizza Hut in sales to become the largest pizza chain in the world. They had several different content strategies that jettisoned them into a higher market share and worked to optimize their video content (Gilliland, 2019).
One particularly successful strategy in their video marketing was the content messaging. For example, one of their video campaigns sought to make Domino’s Pizza the ‘official food of everything’. This message was driven home by images and storylines around unifying moments in everyone’s life. For example, they suggested a pizza is a natural gift for Valentine’s Day, New Year’s hangovers, and sporting events (i.e. things most people experience). It also positioned the brand as the best food to accompany your favorite food. It also used its Vlog and video campaign to suggest their pizza could be used for everyday occasions, like celebrations of a pay raise (Cole, 2018).
I found it brilliant to link a campaign goal to a measurable event. With their videos suggesting New Year’s Eve was a good time for Domino’s Pizza, they could track if their sales went up over New Year’s Eve. The sales numbers did increase after this campaign, 6.1% more sales were recorded on NYE and 5.5% more sales were recorded on NYE Day (Cole, 2018). This is a metric they want to track and a good way to track their reaching their goal or not.
One tactic they can use to improve their video campaigns it to focus in on which videos are working to best for them. Tracking the attention span of a video will show if the content sustains the viewer interest or if viewer interest falls off. If 60% of the viewers are viewing a video all the way to the end, that can be considered a success (Litt, 2014).
Works Cited
Cole, S. (2018, October 30). Domino’s Pizza: How it plans to become the ‘official food of everything’. In Econsultancy. Retrieved from https://econsultancy.com/dominos-pizza-official-food-of-everything-social-media/
Domino’s Pizza. (n.d.). In Youtube. Retrieved from https://www.youtube.com/user/dominosvids/videos
Gilliland, N. (2019, November 27). 10 deliciously creative Domino’s Pizza marketing campaigns. In EConsultancy. Retrieved from https://econsultancy.com/10-deliciously-creative-domino-s-pizza-marketing-campaigns/
Litt, M. (2014, August 5). 3 Ways to Improve Marketing ROI with Video Content. In Content Marketing Institute. Retrieved from https://contentmarketinginstitute.com/2014/08/improve-marketing-roi-video-content/
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